A Research On The Development Strategy Of Hunan Branch Of A Securities Company

After more than 30 years of development,Chinese capital market realizes the leapfrog development from nothing to nothing,from weak to strong,securities industry ushered in new strategic development opportunities.With the increase of traditional business saturation,the decline of commission rate and the intensification of homogeneous business competition,small and medium-sized securities companies are facing great pressure.Hunan Branch of A Securities Company is faced with the major problem of how to improve the current operating conditions and enhance market competitiveness.This paper first sorted out the operating status and existing problems of Hunan branch,and found the main problems of low market share,single profit model and unequal income ratio.Secondly,based on the positioning theory and resource view theory,this paper uses PEST analysis,Porter’s Five Forces analysis and SWOT analysis methods to first analyze the macro environment and industrial environment,then analyzes the key factors such as the internal resources and capabilities of Hunan Company,and finally makes a comprehensive analysis of the strengths,weaknesses,threats and opportunities of Hunan Branch.Thirdly,with the help of IFE,EFE analysis and SWOT matrix analysis,it is found that it is more suitable for Hunan Branch to implement differentiated development strategy under external threats based on its own advantages.Hunan Branch has brand advantages,core resources and competitiveness as well as excellent talent team,which can meet the differentiation needs of customers in product differentiation,channel differentiation,service differentiation,personnel differentiation and other contents,and realize the differentiation development strategy.To improve the operation of the branch and enhance its competitive position in the local market,we should take measures to comprehensively improve the customer ability of comprehensive operation,enhance the service ability and service efficiency,and accelerate the digitalization,differentiation and innovative development.It is suggested that Hunan Branch strengthen the construction of compliance risk control,information management and talent system to ensure the implementation of the strategy.The differentiated development of Hunan Branch of A Securities Company is conducive to improving its profit level and market competitiveness,narrowing the development gap with other local securities companies,and providing reference for the development of branch of A Securities company in other regions.