Research On Competitive Strategy Of CT Securities Investment Banking Business

Competitive strategy is a part of enterprise strategy,which is the plan and action of specific strategic business units to guide and manage specific strategic business units under the overall strategic constraints of the enterprise.The key to an enterprise’s competitive strategy is to identify customer needs,the relationship between competitors’ products and the company’s products,so as to establish and maintain the special position of the company’s products in the market.With the rapid development of China’s capital market in recent years,securities companies have become more and more important to the national economic development and to serve the real economy.Investment banking has become the core business and landmark business of major securities companies,and it is also the fundamental characteristic business of securities companies.Under a series of new situations and policies,such as accelerating IPO review,new regulations on asset management,internal control guidelines for investment banks,implementation of registration system,establishment of the Science and Technology Innovation Board,amendment of the Securities Law,and establishment of the Beijing Stock Exchange,investment banking business has become more and more concentrated,Matthew effect is obvious,and the advantages of leading securities companies are increasingly prominent,while small and medium-sized securities companies are facing more fierce competition and performance decline and other severe challenges.CT Securities Co.,Ltd.(hereinafter referred to as "CT Securities")is a medium-sized regional securities company located in Zhejiang Province.Due to the current market environment and the dual pressure imposed by the supervision,the gap between its investment banking business and the leading securities firms has a trend to further increase.How to find a competitive strategy suitable for its development and improve its core competitiveness of investment banking has become an important task for CT Securities Investment Bank.This paper starts from the macro environment,industry competition environment and other aspects,combined with PEST analysis,Porter’s five forces model and other related analysis models,analyzes the current operating conditions of CT securities investment banks,and points out the actual problems CT securities investment banks are facing.Through the analysis of CT securities investment bank’s resources and capabilities,and using SWOT matrix,we can find out how CT securities investment bank can consolidate its advantages and opportunities,avoid its disadvantages and threats,and choose its own portfolio strategy.At the same time,this paper combs the internal and external environment of CT securities investment bank,and then uses the evaluation matrix of internal and external factors to conduct quantitative evaluation,and uses QSPM matrix to conduct specific analysis of specific competitive strategies,so as to determine that its investment banking business should choose differentiated competitive strategies,and designs the implementation and safeguard measures of CT securities investment banking business differentiation strategies.It will provide guarantee for CT Securities Investment Bank to obtain long-term and stable development and greater competitive advantage under the future comprehensive registration system.The research of this paper has a certain practical significance for establishing the competitive advantage of CT Company’s investment banking business,and to a certain extent,it supplements the research on the competitive strategy of securities firms’ investment banking business under the current situation.