Research On The Competition Strategy Of China Merchants Securities

With the progress of era, economic globalization has gradually become the new normal today, China's rapid economic development, makes our country's securities industry and rapid development. The securities industry has a good development environment and opportunity, the brokerage of securities industry increase rapidly, at present China's securities companies, a total of 126 potential of the securities industry is in vigorous development. Fierce competition between domestic brokerage, coupled with the foreign capital to enter the Chinese market to the domestic securities companies in China are of great competition. Today this under the new situation, China merchants securities companies should constantly strengthen its speed of development, its comprehensive strength, seize the market opportunity. To enhance their core competitive advantages, realize more benefits in the stock market.With China merchants securities as the research object of this research, first of all, the current situation of China merchants securities brokerage business, and analyzes the external environment facing, this paper introduces the general situation of China merchants securities,the brokerage business income situation, analyzed the structure of the business, and talent to the company and the enterprise culture is analyzed; Second, using PEST analysis of the securities industry macro environment is analyzed, and the development trend of the industry and five competitive situation is analyzed, based on the above analysis, SWOT analysis method to identify the China merchants securities internal strengths, weaknesses and external opportunities and threats. Comprehensive internal strengths, weaknesses and external environment of the negotiable securities that enrol business opportunities, threats, based on the theory of competitive strategy, China merchants securities proposed three alternative strategies:differentiation strategy, low cost strategy, concentration strategy, through qualitative and quantitative analysis of these three strategies, the final evaluation results, China merchants securities should implement the strategy of differentiation, for sure, Specific plan content,product differentiation and service differentiation.Product differentiation include personal customer oriented product innovation, institutional clients oriented product innovation,enterprise customer oriented product innovation;Service differentiation include attaches great importance to the customer's risk evaluation, the construction of "take the customer as the center" marketing service mode, improve service capacity, optimize service mode,strengthening the communication with customers, to carry out the customer comments.Finally, in order to guarantee the successful implementation of differentiation strategy,competitive strategy of China merchants securities successful implementation of the four aspects of effective Suggestions, including the organizational structure of innovation, improve the system of management innovation, to strengthen the construction of human resources,improve the financial management.