Research On Vietnam Market Competition Strategy Of Entai Securities Co.,Ltd.

With the development of economic globalization,the world has gradually become a global village with more and more close ties,multinational groups with various business types are emerging.Under this background,some securities companies have finished to lay out their internationalization strategies,and formed a business network covering the world's major capital markets.As China's financial sector continues to expand to the outside world,overseas giants have landed in China's capital markets in various ways,bringing greater competition pressure and rare learning opportunities to Chinese securities companies.More and more Chinese enterprises have been "going out" in response to the "one belt and one road" initiative.It is the general trend to implement the internationalization strategy.This paper introduces the basic situation,operation status,existing problems and shortcomings of Entai Securities,which leads to the necessity for Entai International to implement its internationalization strategy on the basis of its existing business,especially to intervene in emerging economies such as Vietnam.At the same time,combining with the theory of enterprise internationalization,this paper makes full use of SWOT,PEST and other analytical tools to analyze Entai Securities in depth.The internal and external environment faced by securities companies in implementing Vietnam market competition strategy is that Entai Securities' competitive advantages in Vietnam market are mainly concentrated on the support of major shareholders,obvious comparative advantages,similar culture,solid customer base and strong wind control ability.The disadvantages are high cost of synergy,the lack of international brands,the inadequate preparation of local Vietnamese talents,and the owners of opportunities.It should be reflected in the support of the Chinese government for financial enterprises to go abroad,a large number of high net worth customers,and the huge market potential of Vietnam.It will also face the challenges of cross-border operation,mainly manifested in the small scale of Vietnam market and domestic policy constraints.Based on the above analysis,this paper argues that Entai Securities should determine its Vietnam market competition strategy from the strategic guiding ideology,market entry strategy,target market and positioning,business portfolio and competition strategy,and clarify its main content and main path.At the same time,in order to implement the overall strategy,it is suggested that Entai Securities should consider capital scale,strategic control and risk combination.In order to ensure the implementation of the strategy,we should optimize the regulations,human resources,brand building and information technology,and gradually form the competitive advantage in Vietnam market.