| Since the second half of the 20 th century,there have been many oil crises around the world.The global economy was hit hard by the violent fluctuation of the international crude oil prices,and people began to realize the importance of derivatives.As a tool used by the United States and other western countries to control and influence the global oil price,crude oil futures have been greatly developed.WTI and Brent,two international benchmark crude oil formulated by western countries,have gradually exerted an important influence on the international crude oil price.Since then,international crude prices have largely followed WTI and Brent futures prices.As the most important vane in the global market,crude oil futures have been widely recognized by investors all over the world,which has fully played the role of stabilizing the market and has also played an increasingly important role in the international spot trade.China,the world’s second largest crude oil consumer,did not receive its long-awaited crude oil futures on the Shanghai energy exchange until March 26,2018.Under this historical opportunity,how to vigorously develop crude oil futures has become the focus of all futures companies.As a young state-owned futures company,Guangzhou futures must take the lead and vigorously promote crude oil futures.However,no matter capital stock,customer stock and business department stock,Guangzhou futures are far behind the market average level.In view of the market’s 80/20 effect,that is,20% of the futures companies in the market hold 80% of the equity funds in the market.If Guangzhou futures wants to gain a certain market share in the promotion of crude oil futures products,it will face great difficulties.How to successfully build the core competitiveness of Guangzhou futures in crude oil futures products is the purpose of this paper.Firstly,this paper analyzes the internal and external environment for the development of crude oil futures in Guangzhou futures market.In this process,porter’s five forces model is mainly used.By analyzing the bargaining power of suppliers,the substitution power of substitutes,the bargaining power of buyers,the competitiveness of competitors in the same industry and the entry ability of potential entrants,the internal and external environment is shown.Secondly,the analysis is applied to the SWOT matrix analysis,and the strategy under the four situations of advantage opportunity,disadvantage opportunity,advantage threat and disadvantage threat is obtained by using the idea of system analysis.Through the corresponding scenario analysis,it is found that the most suitable strategic approach for Guangzhou futures is to focus on a specific field,such as the point of added value of products as a breakthrough point.With Guangzhou as the center,the company mainly radiates its business to south China and tries to provide more value-added services for certain types of customers and participants involved in crude oil futures.In addition,Guangzhou futures research institute can also be used to increase the research input in the crude oil industry,and regularly send professional training materials about the crude oil industry and relevant information about the fundamentals and industrial chain of crude oil futures to customers of the crude oil futures industry.With the help of various business departments to hit the target customer precision,to point surface;With the help of the Hong Kong business department to develop foreign quality customers,the development of foreign industry strategic partners.Finally,according to chandler’s "structure follows strategy" in the planning school’s proposition,in order to adapt to the internal and external environment as a starting point,this paper has formulated a five-year strategic goal.Then,through the description of how to deploy strategy implementation and provide strategy guarantee,a set of complete strategic plan is worked out to ensure the development strategy of Guangzhou futures can be effectively implemented. |
PDF Full Text Request