Research On The Competitive Strategy Of Shenwan Hongyuan Securities Under The Background Of Internet Finance

In recent years,China's Internet sector financial system has developed very rapidly.Under this background and development ideas,the traditional financial system has change rapidly,with the introduction of Internet technology,the traditional mode of financial development has been deeply affected.Shenwan Hongyuan Securities is a pilot of an older Internet securities company in China.However,under the current Internet financial background,the dramatic changes in the competitive environment,how to change the competitive strategy,has become a problem that must be faced.Taking Shenwan Hongyuan Securities as the research object,this paper first studies the internal and external strategic environment of the securities industry,and then analyzes the impact of Internet Finance on the securities industry.Combined with the development and predicament of Shenwan Hongyuan Securities,this paper analyzes the advantages and disadvantages,opportunities and challenges of Shenwan Hongyuan under the competition of Internet financial environment through SWOT method,according to the result of analysis,a reasonable and effective competition strategy is put forward.On this basis,the paper puts forward three implementation schemes of integrated financial service providers,long tail business breakthrough,online investment services,as well as three safeguard measures of mobile Internet coverage,compound talent training,network information management.The purpose of this paper is to find a new sustainable development path for ShenwanHongyuan under the current Internet financial background,and to put forward new ideas and directions for the development of other securities companies in China.