恒天财富集团竞争战略研究 中国经济进入快速发展期后，中国人均收入也有了明显的提高，高净值资 产人数有了很快的增加，尤其是近年来，中国人财富积累数量开始迅速增加， 所以中国的财富管理市场中还有很大的挖掘空间。恒天财富集团成立以后，通 过坚持多年的发展，在业务上成绩斐然，不过随着市场越来越成熟，竞争对手 越来越多，信息透明度不断提高，发展到现在恒天财富集团在发展上遇到了瓶 颈。本文以该公司存在的问题为基础，采用 SWOT 分析法来对恒天财富集团公 司做出整体而全面的评价，帮助集团在以后的发展中能够对自己进行准确的定 位，充分发挥自己的优势，规避自己的不足，为企业日后的发展提供可行的帮 助的建议。 本文通过对企业所在的外部宏观环境进行分析，发现机会和威胁，通过对 企业内部环境进行分析，发现企业本身存在的优势和劣势，并综合 PEST 分析、 波特五力分析和 SWOT 分析，从而制定了企业的战略目标、竞争战略和市场 营销战略。为了保证战略的实施，具体提出了相应的保障措施。 关键词， 恒天财富集团，竞争战略，市场战略，企业战略II Abstract Research on Competitive Strategy of Heng Tian Wealth With the sustained and rapid growth of China's economy, the number of people with high net assets has increased rapidly. In recent years, China's personal wealth has accumulated very rapidly. Therefore, China's wealth management market is facing tremendous development space. Hangtian Fortune Group has made some achievements in business after several years of establishment and development, but it is facing increasingly fierce competition in the wealth management market. Hentian Fortune Group has encountered some obstacles on the road of development. Based on the above problems, this paper makes a scientific and detailed analysis of the threats and opportunities of the external environment, the strengths and weaknesses of Hengtian Wealth Group. It also studies and discusses the future development strategy positioning and selection at the level of Hengtian Wealth Group, as well as the strategy implementation countermeasures and safeguards, so as to provide a way for the future development of Hengtian Wealth Group. Some positive suggestions and opinions are put forward. Through the analysis of the external macro-environment of the enterprise, this paper finds opportunities and threats. Through the analysis of the internal environment of the enterprise, it finds the advantages and disadvantages of the enterprise itself, and integrates PEST analysis, Porter's Five Forces analysis and SWOT analysis, thus formulating the strategic objectives, competitive strategy and marketing strategy of the enterprise. In order to ensure the implementation of the strategy, the corresponding safeguard measures are put forward. Key words: Hengtian Wealth Group; Competitive Strategy; Market Strategy; Enterprise StrategyIII 目 录 第 1 章 绪论........................................................................................... 1 1.1 选题背景与意义............................................................................ 1 1.2 理论基础与文献综述.................................................................... 2 1.3 论文研究方法................................................................................ 4 第 2 章 恒天财富集团发展概述........................................................... 7 2.1 公司简介........................................................................................ 7 2.2 公司发展战略、风控体系和产品线............................................ 8 第 3 章 恒天财富集团战略环境分析................................................. 10 3.1 恒天财富集团宏观环境.............................................................. 10 3.2 财富管理欧亿·体育（中国）有限公司环境...................................................................... 14 3.3 波特五力模型分析...................................................................... 18 3.4 内部资源分析.............................................................................. 23 3.5 恒天财富集团 SWOT 分析......................................................... 25 第 4 章 恒天财富集团竞争战略制定及实施..................................... 30 4.1 恒天财富集团内外部矩阵评价及 SWOT 战略分析 ................ 30 4.2 恒天财富集团竞争战略的选择.................................................. 34 4.3 恒天财富集团职能战略的制定.................................................. 38 4.4 恒天财富集团竞争战略实施的保障措施.................................. 43 结 论 ................................................................................................. 46