The Research On The Development Strategy Of Chang An Securities Company Under The Background Of Internet Banking

In recent years, the rapid development of Internet technology has injected new vitality into the development of the traditional financial industry. However, with the rapid development of Internet technology, the emergence of the new formats of internet banking such as the online accounting with low commission, the electricity providers and third-party payment platform joining the financial products sales platform and the third party online financial institutions has formed a huge impact on the traditional securities companies and other financial institutions. In such a situation,how the securities companies to seize the opportunity, and through the establishment of a scientific and reasonable development strategy to better adapt to the era of Internet banking is a new topic.Under the background of Internet banking, as the only one national securities company in the Inner Mongolia area, how the Chang An Securities Company further improve itself through formulate the development strategy which will be suited to its own characteristics so as to deal with the cruel market competition and realize the stable development of the company has become the managers’ care and attention problems, related to the survival of the company. Based on this, this article takes the Chang An Securities Company’s development strategy under the background of internet banking as the research project. And then on the in-depth analysis of the internal and external strategic environment, the author uses the external factor evaluation matrix(EFE) to analyze the opportunities and challenges of Chang An Securities Company, and uses the internal factors evaluation matrix(IFE) to analyze the company’s existing strengths and weaknesses. On this basis, the article uses the SWOT strategic matrix and QSPM matrix to analyze and develop the overall development strategy of Chang An Securities Company, and then it in-depth analyzesthe specific development strategy. Finally, this article mainly from the following five aspects to give the measures for guaranteeing the implementation of the development strategy of Chang An Securities Company, they are the establishment of the customer service management system, the attention of the improvement of the technical ability to, strengthening the management of human resources, strengthening the internal control and risk management, building brand awareness and so on.