Research On Competitive Strategy Of Dalian Business Department Of GJ Securities Company

After years of vigorous development,China's securities industry has played a very important role in improving the financing structure,optimizing the allocation of resources,and promoting economic development.It is an important part of China's market economy system.At present,China's economy is steadily becoming more stable,and financial reform is more urgently needed.By introducing the "science creation board" pilot registration system and other means,we can use financial means to promote the development of real economy.For securities companies,how to develop new business under the "new normal" of the economy is both a challenge and an opportunity,which is also a problem that needs to be considered by the Dalian Business Department of GJ Securities Company.Firstly,this paper clarifies the research content,research ideas and research methods,and combs the relevant theoretical methods,including strategic management theory,PEST model,Porter's Five Forces model,and so on.This paper uses EFE and IFE matrix to analyze the company's external and internal environment,and investigates the development status of GJ Securities Company's Dalian Business Department by means of literature review,investigation and case analysis.Finally,the SWOT analysis method is used to fully evaluate the company's strengths,weaknesses,opportunities and threats,select a competitive strategy suitable for the development of enterprises,and implement safeguards to make the strategy implemented.This paper holds that the Dalian Business Department of GJ Securities Company should implement differentiation strategy and further develop diversified business.Differentiation strategy is embodied in the customer service system,providing consulting services and kinship services to different types of customers,insisting on "customer-centered",changing from satisfying customer needs to higher-level operating customers,establishing long-term business partnerships with customers,and improving customer satisfaction.For differentiated products,enrich product lines,provide different types of customers with products that match their preferences.We should further develop diversified businesses,reduce the impact of the decline in brokerage business on corporate income,focus on developing investment banks,PB trusteeship and bank active management businesses,increase the scale of margin trading credit business,attach importance to the new opportunities brought by "Kechuangban",and develop FICC business,especially OTC options,precious metals and foreign exchange derivatives.The business of raw products should increase business income through diversified business.Ensuring the implementation of competitive strategy through strengthening wind control management,internal management,personnel building and training.