Research On Marketing Competitive Strategy Of Z Trust Company Limited

The trust industry as an important sign of China's reform and opening-up has developed for 40 years since 1979.In the period,the whole trust industry undertook the incremental reform and partial experimental field mission,which helped to gradually clarified its functional orientation,continuously enriched the product system and improved the regulatory system.Moreover,the effectiveness of corporate governance and internal control has been continuously improved,and the risk management capability,innovation capability and core competitiveness have been strengthened.The trust industry as an important part of China's modern financial system plays more and more important role in enriching China's financial market and supporting national economic and social development.Z company as a nine-year-old young trust company has seized the development opportunity and achieved the rapidly expanding of asset scale,operating income and net profit through the industry internal system strength.However,the situation that the superiority of trust system is disappearing gradually makes it an urgent problem for Z company to preserve the competitive edge.Accordingly,it is important for Z company to use the accumulated strength of business mode in supply chain finance,inclusive financial sectors,asset securitization,statistically trust and the data technical to build core competitiveness in the market.This essay based on the domestic and foreign market competition strategies research and practice experience,systematically analyzed the market competition both in macro and micro environment,advantages and disadvantages,opportunities and challenges,then put forward that how to select and implement the market competition objective of Z company.The main conclusion included:(1)Benefited from the early transformation and opportunity of market expanded,though the Z company started late,it achieved an extreme high-speed growth rate that exceeded the average rate of the whole industry.However,Z company faces enormous challenge nowadays because of the unified supervision of capital management industry,so the Z company is forced to reshape the business model and the industry pattern.(2)Z company has the advantages of central enterprise background,highly controlled ability of risk,strong innovation ability,good brand image and high level of information technology,while the company also be challenged in the low capital ability,unreasonable structure of shareholders,lack of talents and unbalance of the different business sections.Actually,because of the stable economic environment along with development of the whole trust industry model,all the trust companies confront the development opportunity owing to the increasing social wealth and the desire of capital management.But on the other hand,it must be recognized that the competition and regulation of financial industry are harder and harder,furthermore,the new regulations will rebuild the financial ecological chain as fast as it can.Therefore,it is predictable that only Z company balance its strengths and weaknesses and explore its own development strategy under the consideration of multiple dimensions and perspectives can it keep the sustainable development that suit the time demanding.(3)The market competition strategy of Z company is ‘ Become a reputable and operational financial integration service provider',in this way,the company should use differentiation market plans and strengthen its professional ability.Along this line of consideration,this essay comes up with 7 strengthen procedures to ensure Z company can make their market strategy implementable and finally achieve the sustainable development.The market competitive strategy implementation should focus on 7 aspects:1.Increase the capital and bring in the strategic investment.2.Promote transformation and enhance professional competence.3.Strengthen coordination and share the internal resources.4.Keep the professional diligence and improve the management level.5.Prevent risks,adhere to the bottom line of compliance 6.Optimize organization,stimulate internal vitality.7.Improve the brand imagination,keep company value.