Research On Development Problems Of G Securities Company's Suining Sales Department

In recent years,with the tremendous development of China's economy and the speedy enlargement of the capital market,China's securities companies have grown from scratch,from small to large,from less to more,and have made tremendous progress in all aspects.Although it has been developed for a long time,China's securities companies still have some problems in their development,which deserves our in-depth study and discussion.In the past,the research on the strategy of securities companies was often analysed from the perspective of the entire securities company or a branch of a securities company,and ignore the strategy of sales departments.However,sales departments are the most numerous institutions in the securities industry,which also have most employees and nearest to costomers.As a practitioner who has worked in the securities industry for many years,the author has his own observations and opinions on the operation and management of the G Securities Company's Suining Sales Department.The purpose of this paper is formulating strategies for G Securities Company's Suining Sales Department to help it develop better in the next 3 to 5 years.This paper is also devoted to determine the market competition strategy for G Securities Company's Suining Sales Department,so that the sales department can effectively improve the competitive advantage in the local market,and ultimately gets a great development.This paper is divided into six parts.:Chapter 1: Introduction.This chapter is mainly to pave the way for the study of this paper.Background,significance,framework and methods of this paper are introduced in this chapter.The main innovations of this paper are also clarified.Chapter 2: A review of relevant literature and theory.This chapter summarizes the development of strategic theory and enterprise competition strategy theory to lay the groundwork for the following research.At the same time,three research techniques are introduced: PEST,SWOT and Michael Porter's Five Forces Model.Chapter 3: An introduction of the evolution and current situation of China's securities industry.It also introduces the development history and management status of G Securities Company and Suining Sales Department.Finally,it offers the main problems in the development of G Securities Company's Suining Sales Department.Chapter 4: Analysis of the problems of the G Securities Company's Suining Sales Department.First,it analyses the environment of G Securities Company's Suining Sales Department.The PEST is used to analyse the macro environment and prospects of China's securities industry.Micro environment of Suining City has also been analysed.Michael Porter's Five Forces Model was used to analyse the competition environment of the securities industry and the G Securities Company's Suining Sales Department.At the same time,the competition situation of the sales departments of various securities companies in Suining City was introduced.Then,this chapter analyses the situation of G Securities Company's Suining Sales Department and the reasons for its problems.SWOT is used to deeply analyse the internal situation and external competition of G Securities Company's Suining Sales Department.The strengths of G Securities Company's Suining Sales Department include its state-owned brand and its frequent exchange activities.The weaks of G Securities Company's Suining Sales Department include missing the great time of the stock market and the market tends to be saturated.G Securities Company's Suining Sales Department has some opportunities such as people's increased income,changes in people's consumption structure,and the development of financial capital.G Securities Company's Suining Sales Department's potential threats include economic downturn,the risk of capital market and the opening of finance industry.Finally,the SWOT matrix was established to help the G Securities Company's Suining Sales Department chosing a clear competitive strategy orientation.Chapter 5: Strategic planning and recommendations of the G Securities Company's Suining Sales Department.This chapter proposes the strategic planning of G Securities Company's Suining Sales Department.Based on the competition strategy of G Securities Company's Suining Sales Department,combined with the actual situation of the company,some advices are offered.Advices include transformation and upgrading of business structure and revenue structure,construction and promotion of online channels,creation of distinctive and competitive product portfolios,building a customer relationship management system and so on.Chapter 6: Summary.This chapter is the end of this paper.It summarizes the research of this paper,points out the shortcomings,and looks forward to the follow-up research.This paper breaks through the traditional research perspective and focuses on the strategy of a sales department of securities company.So,this paper is more specific and down-to-earth.