| With the rapid development of Chinese economy, capital market has also obtained fast development. As one of the main body of capital market, securities companies also gained rapid growth. Especially with the rise of China’s stock market in 2014, the performance of securities companies also increased significantly. But the growth performance of Chinese securities industry failed to change business homogenization and decline trend of main business profit margins.The scale of GF Securities is in the forefront of China securities industry, according to the Securities Industry Association’s ranking in 3-5, but this ranking were single index ranking and were poor comprehensive. Under the new round of increases in China’s securities market, innovation constantly emerging in financial markets, the increasing cases of mergers and acquisitions of securities companies, GF Securities require further analysis of their competitive situation, to find their own strengths and shortcomings, and to enhance their competitive force.According to Porter’s five forces model, this paper analyzed the competitive environment of GF Securities. Include analysis of existed industry competitors, potential entrants, threat of substitutes and the bargaining power of customers to provide the industry environment background to enhance the competitiveness firstly. Then select the firm size, profitability, the main business, innovation and other indicators to establish the company’s competitiveness evaluation index system of securities. Use the principal component analysis method to analyze competitiveness of GF Securities and compare with other securities company. On the basis of the above analysis, the paper puts forward Countermeasures and suggestions to enhance the competitiveness for GF Securities from the following aspects:the expansion of the scale, expand the business system, improve the innovation ability, improving human resources management ability and to enter the international market. |
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