| In recent years, more and more attention has been paid to sustainable development strategy, which has become a concept widely used throughout the world.HaiTong Securities Company was founded in 1988, which has a history of 20 years. As one of the earliest established securities companies, HaiTong has become the leading company of the stock brokers. Alough the HaiTong Daqing's branches has the highest market share in Daqing area, the business of stock brokers is facing a fiercely competition, and the commissions level overall has been declining fastly. New demands has been brought for HaiTong's Daqing branches to transform its business model and to improve its core competitiveness abilities.In this paper, we focus on how the HaiTong Daqing's branches to construct the sustainable development strategies. The current competition situation were also analyzed to find the current difficulties and problems. After all, long-term goals and strategies of keeping the leading position are proposed.In the paper, strategic management, corporate culture, marketing and SWOT model are utilised to analyze the HaiTong's strengths, weaknesses, opportunities and threats in detail. We'11 cover both the theory about sustainable development and the successful experience of other domestic securities companies. Although it is a long-term decline trend for the commissions level, there will be a huge space for HaiTong to improve its brokerage business as soon as possible. We give a proposal of constructing "Four Systems'as the pillars of sustainable development based on current and long-term perspective. The "Four Systems" consists of customer rating system, broker team building system, strategic alliances, market channel system, and corporate culture & training system.This paper has five chapters:Chapter 1 introduces the background, significance, purpose, and framework of this paper. We analyze the trend of the securities brokers and the status quo of HaiTong Daqing's branches. We discuss the strategic issue of HaiTong how to avoid homogeneous competition, how to keep the existing market share and how to keep the leading position, and how to contruct the sustainable development strategies.Chapter 2 defines the concept of sustainable development strategy as a literature review. This chapter describes several types of domestic and foreign research on sustainable development theories. We describe he sustainable development strategy of HaiTong Daqing's branches by improving its competition abilities.Chapter 3 introduces the development steps of HaiTong Daqing's branches; we are trying to discover the current difficulties and problems. HaiTong's strengths, weaknesses, opportunities and threats are analyzed in detail based on SWOT model.Chapter 4 gives the proposal of constructing'Four Systems'according to HaiTong's sustainable development strategy. The'Four Systems'consists of customer rating system, broker team system, strategic alliances, market channel system, and company culture & training system. We'll put forward concrete plans and measures on each system.Chapter 5 gives several conclusion and recommendations for profound research in the future. The first is that the sustainable development of any stock brocker is more than a management. The second is the SWOT model shows that the key for HaiTong to achieve sustainable development is to enhance its own core competitiveness ability when the commission level reducing. Thirdly, the content of long-term sustainable development strategy involves more than'Four Systems', that is customer rating service system, broker team building system, strategic alliances, market channel system, and corporate culture & training system.This paper discusses not only on how HaiTong Daqing's branches construct the sustainable development strategy, but also give a analysis deeply. Further systematic research should be made around the successful business model of western securities and the domestic securities companies. |
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