Research On Competitive Strategy In Shuifu Sales Department Of Xiangcai Securities Under The Transition Background

With the China economic development, the demand of marketization for securities markets have become more and more high. To meet the needs of economic development under the new situation, the state proposed a " transformation+innovation" to distinguish it from " Investment+trade " model of development before, and also put forward new demands on the stock market. This paper analyzes the various stages of the development of the securities market, then points out that belonging with marketization of financial system continuously improve, timing of China’s marketization is ripe, financial innovation is a inevitable product under such a great background. This paper combined with the strategic management theory to analyze development trend of securities sales department, then pointed out that the present stage of China’s securities sales department and Shuifu sales department. Through the SWOT analysis on Shuifu sales department, the paper finds the competitive strategy of the sales department in the future:To take the focus competitive strategy. It means low-cost or differences strategy in the target segmentation market. Low-cost strategy refers to follow the commission to provide a pure market trading channel and mass popularity of information services. Competitive differentiation strategy take integrated investment banking services as the core. On this basis, the writer develops implementation plans and security programs for competitive strategy, tries to resolve the survival and development problem of the sales department as soon as possible.