Development Strategy Research Of Tianhe Securities Company

After 30 years of reform and development,China's capital market has undergone fundamental changes in scale,structure,function and influence on the economy and society.It has become the second largest capitalization market in the world,providing the inexhaustible power to Chinese economy.Along with the prosperity of the capital market,China's security companies have high-speed developed.The number of companies,capital size and profitability have been significantly improved.In overall,the security industry has gradually formed by the large brokerage which was represented by CITIC,Haitong,Guotai Junan,and many small and medium-sized brokerage located in all over the country.Industry competition is increasing.Subject to the capital size and management capacity,the small and medium-sized brokerage has few business model,poor ability to resist risks,significant fluctuations in performance,and strong market pressure.For small and medium sized brokers,capturing the current development opportunities,improving their competitiveness,developing and strengthening themselves to survive in the fierce competition became the important issue that many small and medium-sized brokerage are facing.As the research object,Tianhe Securities Company is introduced its general situation,the main problems,and the causes of these problems in this paper.It analyzes Tianhe Securities'internal strategic environment,including governance structure,human resource,the main business and the overall operating conditions.Through PEST method,this paper also analyzes Tianhe Securities' macro environment includes political environment,economic environment,social environment and technology environment.By using potter five model,it analyzes the industry competition situation.With SWOT analysis,Tianhe Securities internal and external strategic environments are integrated to clarify the development goals,strategic development principles and SWOT strategic choice of Tianhe Securities,and finally formulateTianhe Securities' overall development and functional strategies,including business development,marketing,and human resource three aspects.In the end,this paper proposes the safeguards measures of Tianhe Securities'development strategies' implantation,including organization guarantee,capital protection,brand protection and risk control.