The Study On The Strategic Development Of YH Fund Management Company

In recent years, The rapid development of the fund industry from the past into arelatively bottleneck stage, Its outstanding performance, fund product innovation toaccelerate, increasing the number of products, industry expansion has stagnated. Changes inthe macro business environment, the development of many small and medium-sized fundmanagement company is facing tough challenges. YH Fund Management Co., Ltd. as astate-owned small and medium-sized fund companies, how to face the new competitivesituation, especially how to survive on the basis around the company’s existing problems, thedevelopment of effective development strategies deal with the challenges become the YHFund Management Co.,company seeking a top priority in the development process.YH Fund Management Limited as a case study, combined with the developmentcharacteristics and use of real data in the the YH Fund Management Limited, aims bysystematic analysis of the external (macro) of the the YH Fund Management Limitedbusiness environment, an objective assessment of the YH Fund Management Co.,Ltd.micro-business environment, reveals the development of the company’s strategic issues.On this basis, from the promotion of the company to get rid of unfavorable competition,improve the comprehensive competitiveness point of view, research and development the YHFund Management Limited strategic development plan (2012-2014), play a lead role in thehealthy development of the YH Fund Management Co., Ltd., and YH Fund managementLimited long-term, sustainable development and lay a solid foundation.Thesis as follows: First, the application of PEST analysis method, analyze the the YHFund Management Limited in the operation of the external environment, using the improvedsix power industry competition model analysis of the competitive situation of the fundindustry, on this basis, concise, and the formation of opportunities and threats facing thedevelopment of the YH Fund Management Co., Ltd. The second is to use the EFE matrixevaluation model, evaluation of the internal environment and its influencing factors of the theYH Fund Management Limited, on this basis, concise and to form its own advantages anddisadvantages of the YH Fund Management Limited. PEST analysis and EFE evaluationresults, and clear the positioning and goals of the the YH Fund Management Limited, usingthe SWOT matrix and the development of alternative strategies program; use QSP matrix analysis to select the best program.This article studies suggest that the YH Fund Management Limited in the coming yearsshould develop and implement a centralized diversification strategy with the difference. Inorder to safeguard the effective implementation of the strategy, the article also suggested thatthe company should pay more attention to the implementation of new product development,expand marketing, network marketing, human resources strategy, the core team building,corporate culture construction, strategic measures.