| This dissertation is an attempt of applying the new developing strategy for Shenyin & Wanguo Securities Co., Ltd., which is one of the leading dealers in the Chinese securities history, to face the changing environment.The paper is broken into four parts:Firstly, the author gives an intensive analysis to the situation of China security market. After the year of 2000, the stock market in China has had the huge change. The market was entered the adjustment stage instead of the development period of rapid growing and expanding, displays for the drop of market distribution market value, the reduction of change rate and the postponement of investor quantity growth.Secondly, focusing on the internal situation, the SWOT analysis is given to the company, try to identify the problems both existing and potential. At present, brokerage business of Shenyin & Wanguo Securities Co., Ltd. is now facing with many interior disadvantage factors, the stockbroker system promotion can't match the reality, and lack of on-line transaction, the location of business departments is unreasonable and cause the higher business cost, etc. In order to solve these problems, it is necessary to carry out some operational adjustment, in order to build the future developing strategy for the company.As the core part of the dissertation, the third part explores the future developing strategy through theoretical justification and case study, this developing strategy is reflect by following aspects: First, reconstructs the stockbroker system. Not only reconstruct the organization form of the stockbroker system, moreover the system management, the distribution system, the risk control and the backstage support aspect, must carry on the redesign. Next, adjusts the strategy of on-line transaction. The on-line transaction should change from the stage of hitting the brand to the stage of excellent operation. Third, implements some auxiliary strategies. For example establish the commission system with competitive ability, Also like adjusts business department in the national scope layout and merger some other securities dealers. Moreover through the method of establishing center business department to establish centralism transaction system, optimizing resources disposition, reducing the fixed cost of the brokerage business.Finally, the author summarizes the conclusion of the study and also gives some suggestion for further implementation.Xu Ming (MBA) Directed by Professor Xu Da Zhen... |
