The Research On Competitive Stratagem Of ZRT International Trust Company Limited

ZRT International Trust Company Limited is a comprehensive financial service companythat mainly provides financial trust services. In China, along with its rapid growth of national economy, the continuous reform of the financial system, has modified the environment of the trust industry at least five times. The micro and macro environments of the trust company have been changed significantly. These changes will bring ZRT not only incredible market opportunities, but also great challenges. In order to keep ahead of the competition in the marketplace, ZRT International Trust Co.,Ltd must enhance its competitiveness.The research paper first systematically reviews and discusses trust companies' theory of modern investment and competitive strategy, and then it specifically analyzes internal and external environments that ZRT International Trust Co.,Ltd has to face. For external environmental analysis, the paper mainly focuses on macro-environment, industry environment, and competitive environment, and thus identifies the external opportunities and threats of ZRT International Trust Co.,Ltd. For internal environmental analysis, the paper briefly analyzes the company's overview, along with the evaluation of position in the industry,and identifies its internal strengths and weaknesses. The paper finally, using SWOT analysis,identifies the competitive strategy of ZRT International Trust Co.,Ltd based on its guiding ideology, strategic positioning, and strategic target.To specify its competitive strategy, ZRT International Trust Co.,Ltd needs to centralize all of its strengths, and implement the strategy of market segmentation. Under the support of rich product line, the company should design different products for different clients, according to their ages, occupations, rick bearing capacities, investment preferences and etc. The company also needs to implement the strategy of cooperation with banks, securities companies, insurance companies and other financial institutions.After clearly identifies the strategic positioning and the strategic targeting, this paper develops a detailed strategic planning on how to successfully implement competitive strategy.