The Development Strategy Research Of D Securities Quanzhou Branch

There're more than thirty years of development experience in China's securities market,and as constantly mature,it has made great contributions to promoting national economic growth.However,with the increase of the shareholding ratio of foreign securities companies and the opening of the business outlets license of domestic securities firms,and other continuous promotion of a series of policies,such as opening an account online,securities companies are facing the pressure of transformation.D securities is the first broker to set up a business department in Quanzhou.Currently,there are 7 departments in Quanzhou District,which are still based on traditional brokerage business.As competitors continue to join in,the average commission rate of the securities industry approached the cost,and some securities company begun to transform to wealth management.D Securities Headquarters just established Wealth Management Department.But D securities Quanzhou branch is in the initial stage,the system is not perfect,the staffs are insufficient,and the business is still starting.Formulating appropriate development strategy can lead the steady development of Quanzhou Branch and form a competitive advantage.In this paper,the relevant literature on strategy,enterprise strategy and development strategy of securities companies at home and abroad is studied.Based on competitive strategy,co-performance strategy,platform strategy,Blue Sea strategy and other strategic theories,starting from the actual operation of D Securities Quanzhou Branch,through core competitiveness analysis,internal factor evaluation matrix(IFE),PEST analysis,five-force model,external factor evaluation,etc.Value Matrix(EFE)tool,this paper analyses Quanzhou Branch's internal and external environment,and then formulates strategic objectives.In this paper,the co-evolution theory is used to elaborate the stable strategy and the expanding strategy,and the quantitative strategic plan(QSPM matrix)is used to make strategic choices.It is concluded that it should adopt a stable strategy,which is focusing on serving stock customers,subdividing customers and transforming into wealth management.In the aspect of competition strategy,the cost-leading strategy,differentiation strategy and centralization strategy are analyzed in detail to find out the suitable development strategy model.In terms of functional strategy,we should formulate and implement measures for human resources strategy,marketing strategy,brand strategy and platform strategy.Finally,the implementation of the strategy is guaranteed through human resources management,organizational structure optimization and corporate culture construction,then compliance risk control and strategic control are carried out.