Research On Competition Strategy Of Guotai Junan Securities Shenzhen Branch

In recent years,with the introduction of various reform measures in our capital market,the status of capital market has been continuously improved,and the securities industry has also entered a new stage of innovative development.People's investment and financial management needs are increasingly strong.However,the downward trend of trade commissions in the industry has been unstoppable,and the competition in the entire securities industry has become increasingly fierce.Investors 'demand for wealth management has become more diversified..Under this new situation,the market share of Guotai Junan Shenzhen Branch began to decline,and the brokerage business income faced greater pressure.As the supervision became stricter,the business development became more difficult,and the brain drain was intensified under the pressure of performance appraisal.Guotai Junan Securities Shenzhen Branch is located at the forefront of reform and opening up,and has the most developed technology finance innovation,but it is also a branch of the most competitive region.It carries an important historical mission that has made great contributions to the company's development.With its own development speed and comprehensive strength,it must seize the favorable opportunities of the market,enhance its core competitiveness,and achieve greater benefits in the securities market.Therefore,it is imperative to formulate an effective competitive strategy to deal with the current problems.This research takes Guotai Junan Securities Shenzhen Branch as the research object,first analyzes and evaluates the external environment of Guotai Junan Shenzhen Branch.The PEST analysis method is used to analyze the macro environment of the securities industry.At the same time,the five-force model is used to analyze the competition situation,and the external opportunities and threats faced by the Shenzhen branch are obtained.Secondly,through the analysis of the internal environment of Shenzhen Branch,including organizational structure,corporate culture,resource conditions and core competitiveness,the internal advantages and disadvantages of Shenzhen Branch are obtained.Based on the above analysis,SWOT analysis method is used to obtain three alternative strategies of Shenzhen Branch: cost leadership strategy,differentiation strategy and centralized strategy.The QSPM matrix is used to compare and evaluate these three alternative strategies.The Shenzhen branch should adopt a differentiated competitive strategy,focusing on "products,services,business models",we will develop supermarkets for retail customers,form customized models for corporate customers,enhance product design capabilities for investment strategies,establish a "star" service system for retail customers,and build a customer service system for corporate organizations.Strengthening key industry capabilities,enhancing active management capabilities,and accelerating the implementation of eight competitive strategies for credit business transformation to differentiate the competitive strategy.Finally,in order to ensure the smooth implementation of the strategy of Shenzhen Branch,safeguard measures were proposed from three aspects,including organizational guarantee,functional guarantee and risk control guarantee.This research has profound theoretical and practical significance for promoting the long-term development of Guotai Junan Securities Shenzhen Branch.At the same time,the formulation process of the competition strategy of Guotai Junan Securities Shenzhen Branch has reference to other similar companies.