The Study On The Competitive Strategy Of Internet Financial Business Guotai Junan Securities

China Internet banking birth in 2012,with the Chinese government held the eighteen National Congress of the CPC meeting,deepen the reform of economic system is up to the national level,the people’s Bank of Internet financial,China Commission and other financial regulators,the securities industry is facing the hitherto unknown development opportunity.In April 2015,the Shanghai Stock Exchange announced the release of investors a securities account,the securities company’s original traditional development mode under severe challenge,at the same time,the rapid rise of emerging Internet portals,third party financial enterprises,began to develop rapidly occupy the market,make the securities industry is facing more intense competition.Guotai Junan Securities through the merger of Guotai Securities and Junan Securities,initiated the establishment of joint-stock company,which is one of the earliest established,the most comprehensive business securities companies.The company was founded 18 years,has been in the forefront of the industry in the capital investment,research and development ability,risk control,compliance system,profitability and business aspects,with a strong comprehensive competitiveness and brand influence.However under the impact of Internet Finance,the brokerage business of the company,that is the main source of income once,its profit model is gradually reduced,securities companies need actively explore new development model,through the Internet financial innovation for customers to provide comprehensive,differentiation financial products,goods and services,rising service efficiency,reduce operating costs,efforts to explore a line with its own Internet Finance business competitive strategy.In this paper,Guotai Junan Securities as the starting point,to explore the Internet financial business competitive strategy as the theme,has a strong practical significance.First of all,the paper describes the theoretical basis of this paper,the study of Internet banking,Competitive strategy and 020 e-commerce theory;the domestic and foreign securities industry internet financial competitive strategy research results are analyzed and summarized;followed by the introduction of domestic and foreign securities industry financial growth of the InternetFinance;Secondly,theinternal and external environment of Guotai Junan Securities Internet banking is analyzed,and the internal and external evaluation matrix tools are applied;Finally,combined with the company’s vision,mission and goals,through the use of QSPM tools to develop a matrix of Guotai Junan Securities Internet financial services follow the differentiation strategy from the policy,marketing,technology,customer service,product service,human resources and organization six aspects of implementation and safeguard measures,and has strong theoretical and practical.