随着中国经济的发展,对证券市场的市场化要求越来越高。为适应新形势下

经济发展的需要,国家提出了“转型+创新以区别于以前的投资+贸易的发展模

式,对证券市场也提出了新的要求。本文通过分析证券市场发展的各个阶段,指

出随着金融体系市场化程度的不断提高,中国市场化的时机已经成熟,金融创新

正是基于这样一种大背景下的必然产物。结合战略管理理论分析证券营业部的未

来发展趋势,指出我国证券营业部所处阶段和水富团结路所处阶段。通过对水富

团结路营业部的SWOT分析确定营业部未来的竞争战略:采取焦点集中的竞争

战略,即在细分目标市场上的低成本或差异化战略,也就是跟随市场化的佣金提

供纯交易通道和海量信息的大众化服务的低成本战略和以综合投资理财服务为

核心的差异化竞争战略。在此基础上制定竞争战略的实施方案和保障方案,力求

尽快解决营业部的生存发展问题。

关键词:证券市场;金融创新;竞争战略;焦点集中战略

Abstract

With the China economic development, the demand of marketization for securities

markets have become more and more high. To meet the needs of economic

development under the new situation, the state proposed a “ transformation +

innovation to distinguish it from 11 Investment + trade “ model of development

before,and also put forward new demands on the stock market This paper analyzes

the various stages of the development of the securities market,then points out that

belonging with marketization of financial system continuously improve, timing of

China 's marketization is ripe,financial innovation is a inevitable product under such

a great background. This paper combined with the strategic management theory to

analyze development trend of securities sales department, then pointed out that the

present stage of China's securities sales department and Shuifu sales department.

Through the SWOT analysis on Shuifu sales department, the paper finds the

competitive strategy of the sales department in the future: To take the focus

competitive strategy. It means low-cost or differences strategy in the target

segmentation market. Low-cost strategy refers to follow the commission to provide a

pure market trading channel and mass popularity of information services. Competitive

differentiation strategy take integrated investment banking services as the core. On

this basis,the writer develops implementation plans and security programs for

competitive strategy, tries to resolve the survival and development problem of the

sales department as soon as possible .

Key Words: Stock Market; Financial Innovation; Competition Strategy; Focus

Strategy