Research On The Development Strategy Of Longteng Securities Company

In recent years,the macroeconomic environment faced by securities companies is more complex.As a fully licensed securities firm,Longteng securities Co.,Ltd.has stable operation and standardized operation.The company’s business is complete and its comprehensive strength is continuously enhanced,laying a foundation for the future development of the company.Affected by the market,in 2018,the company’s profits of many main businesses decreased,exposing some problems of the company’s weak core business capabilities,the customer structure still needs to be improved,the long-term business layout lags behind,and the regional advantages are not fully utilized.In order to ensure the long-term and stable development of the company,these problems need to be solved.Take Longteng securities company as the research object,based on the strategic management theory,through the method of literature analysis and case analysis,study and formulate the development strategy of Longteng securities company.In the strategic analysis stage of Longteng securities company,firstly,the external environment of Longteng securities company is analyzed.Through PEST analysis model,this paper analyzes the macro environment of Longteng securities company from four aspects: political environment,economic environment,social environment and technological environment.Using Porter’s five forces model,this paper analyzes the five influencing factors in the securities industry.Then,it analyzes the internal environment of Longteng securities company from three aspects: organizational structure,corporate culture and human resources.Finally,the SWOT matrix is used to analyze the advantages,disadvantages,opportunities and threats of Longteng securities company,match the internal and external factors,and put forward corresponding strategies under different conditions.Combined with the actual situation of Longteng securities company and the development needs of the company,so growth strategy should be adopted.In the strategic selection stage,the company takes the comprehensive strength and performance to reach the first level of the industry as the development goal,and selects the intensive growth development strategy according to the principle of basing on the reality,focusing on the overall situation and developing the strengths and avoiding the weaknesses.First,customer-oriented,differentiated services for customers,high net worth customers as well as government and institutional customers as the target customers,and establish a business model centered on key customers;second,integrate the company’s business segments and resources,and build a whole business chain integrated service system centered on the customer’s full cycle demand;third,reconstruct the company’s traditional securities industry with financial technology We should apply financial science and technology to product innovation,business collaboration and process platform to break the barriers between business demand and management level.Fourthly,we should develop different businesses in different regions,give full play to the regional advantages of the headquarters,expand characteristic business models in other regions of the country,and promote the overall transformation process of the company.In terms of strategy implementation,it is proposed to establish a sound customer management system,build a system platform with leading technology,build a perfect organization and coordination mechanism,and implement differentiated management of branches.Finally,it discusses the implementation of the development strategy of Longteng securities company,and proposes effective measures in corporate culture,employment mechanism and compliance management to ensure the implementation of the development strategy of Longteng securities company.Through the discussion and research,we hope to provide some reference for the development strategy research of other medium-sized securities companies in China.