Research On Competitive Strategy Of D Securities Investment Banking Business

Since the first Chinese securities company was established in 1987,Chinese securities have gone for 35 years.As part of the Chinese financial market system,the standardization of the securities market is an important factor to guarantee the completion of the Chinese financial market system.In recent years,the Chinese stock market has been developing in an orderly direction.By the end of 2022,there are 141 securities companies in China.Since the 1980s,Chinese enterprises have gradually begun to try to issue shares and bonds.By 1990,with the birth of the Shanghai and Shenzhen exchanges,China’s capital markets began to have a standardized centralized trading venue.Since 2012,with the continuous development of the industry,China’s securities companies have gradually developed to modern investment banks and other comprehensive financial services.However,it is still unknown what strategy the investment banking business of securities companies should adopt to gain market competitive advantages.In this case,this paper takes D securities investment banking business as a case study.By analyzing the external macro-environment,industry state and internal conditions of the D securities investment banking business,and combining with the current economic development situation in our country and the specific requirements of the 14th Five-Year Plan for the development of the financial industry,this paper draws conclusions.From the external environment,the current market environment of our country is favorable to the development of financial industry,while D Securities Company itself has a strong shareholder background and commercial resources,and there is room for further development.However,D securities Company has not done enough to encourage the further promotion of talents after entering the enterprise,which is easy to make these personnel have a certain degree of slack psychology.Through the comparison of various competitive strategies and the specific analysis of D securities company,this paper determines that the most suitable competitive strategy for D securities company is differentiation strategy.D Securities can carry out differentiation strategy through product differentiation,service differentiation and marketing differentiation to strengthen the development potential of the enterprise.The mere establishment of the system cannot fundamentally guarantee the competitiveness of D Securities Company’s investment banking business in the market,and the implementation of the system needs to be supported by safeguard measures.What D Securities company needs to do is to strengthen corporate culture management,optimize organizational structure,strengthen human resource management and research and development,and finally ensure that the overall development of the company meets the expectations.And this is the current market environment,D securities company can take the best way.However,it should be noted that due to the increasingly fierce competition in the securities market,the market share of D Securities Company in its birthplace province is in a trend of decline.After its listing,in addition to investment banking business,proprietary business and wealth management,other major revenue sectors such as brokerage business and capital management business are shrinking seriously.D Securities Company itself has rich commercial resources and capital advantages relying on its strong shareholder background and unique advantages.Relying on the diversification of financial sectors of DF Asset Group,D Securities Company has unique advantages in the industry and can develop rapidly with a clear strategy.Although the talent reserve and training of D Securities Company are in place,the talents cannot be treated by market after entering the company,the salary cannot be well in line with the current situation of the industry,and the performance assessment cannot be implemented,which leads to the laziness of the grass-roots employees and even the jobchanging.Under such circumstances,D Securities Company should pay more attention to its business diversification and differentiation,so as to change the trend of declining market share,fundamentally improve its own development potential and ensure its future development.The research of this paper is divided into seven parts.The first part is the introduction,which expounds the research background and significance and lays a framework for the research of this paper.The second part is the theoretical review,which combs and summarizes the previous research,theoretical changes and the dynamic reality theory.Then,in the third and fourth chapters,the internal and external environment of D securities company is analyzed by SWOT analysis method to provide a basis for the subsequent proposal of specific competitive strategies.In the fifth and sixth chapters,the selection,implementation and guarantee of competitive strategy are discussed respectively,and the feasible methods are put forward to improve the market competitiveness of D Securities Company.Finally,in Chapter 7,the thesis is summarized and the future prospect is proposed.