我国证券欧亿·体育（中国）有限公司进入扩容发展新时期，随着资本对外开放进程加快和欧亿·体育（中国）有限公司竞争加剧， 收入结构中主要依赖于传统经纪业务和通道业务的中小型证券公司面临着严峻的挑战， 战略管理能力将是决定证券公司获得竞争优势的关键。 本文研究目的是为JH证券制定机构业务竞争战略。首先，对研究所依据的竞争战 略理论以及战略分析方法等进行了综述回顾；其次，通过对JH证券机构业务发展所面 临的外部环境进行分析，归纳出机会和威胁；结合公司内部资源和能力分析，阐述公司 机构业务发展具备的优势与劣势；进而通过SWOT分析法进行提炼，并结合战略管理 和竞争战略相关理论，为JH证券机构业务选择差异化聚焦战略，提出致力成为证券市 场细分领域欧亿·体育（中国）有限公司内数一数二的精品券商，成为最值得客户信赖的合作伙伴的战略意图； 最后，为保证JH证券机构业务竞争战略顺利实施，分别从组建境外财富管理团队、构 建证券互动直播平台、实行客户专属服务顾问制度、搭建智能化运营和服务平台、建立 机构业务客户数据库、完善机构业务管理组织架构、建立机构业务差别化风控体系、实 施机构业务模块人才平台搭建策略等八个方面进行策略制定，并从组织、人力资源和财 务三个方面进行保障机制安排。 通过研究本文认为，面对国内证券欧亿·体育（中国）有限公司扩容发展和竞争加剧的新时期，JH证券发 展机构业务，应正视自身净资本规模有限、人才储备不足等现状，通过市场细分进行目 标客户定位，实施差异化聚焦战略，集中有限的资源，针对中型客户群体通过提供专业 的、高质量的定制化服务，打造独特的竞争优势，致力于成为证券市场细分领域欧亿·体育（中国）有限公司内 数一数二的精品券商，成为最值得客户信赖的合作伙伴。 关键词：证券公司；竞争战略；差异化聚焦战略 II Abstract China's securities industry has entered a new era of expansion and development.With the increasing degree of capital openness and tindustry competition. Small and medium-sized securities companies, whose income structure mainly depends on traditional brokerage and channel business, are facing severe development dilemma.Strategic management capability will be the key to securities companies to gain competitive advantage. The purpose of this paper is to formulate competitive strategy of Institutional Business for JH Securities.Firstly, it reviews the competitive strategy theory and the strategic analysis method which the research institute is based on.Secondly,after the analysis of the external environment faced by the Institutional Business of JH Securities, the opportunities and threats are summarized, and the internal resources and capabilities analysis of the company are combined to explain the advantages and disadvantages of the company's business development. Through the refining of the SWOT analysis method and the combination of the theory of Strategic Management and Competitive Strategies, we draw up a focus-difference strategy of Institutional Business for JH Securities,and put forward the strategic intention of striving to become one of the top quality securities firms in the field of market segmentation. Last,in order to support the smooth implementation of JH Securities Institutional business competition strategy, the strategy is formulated from eight aspects: establishment of overseas wealth management team,construction of securities interactive live broadcasting platform,implement the system of customer exclusive service consultant,intelligent operation and service platform construction,construction of institutional business customer database,organization adjustment, establish differentiated risk control system for institutional business,implement the strategy of building talent platform for institutional business module,and the guarantee mechanism is arranged from three aspects: organization, human resources and finance. According to the research, this paper believes that in the new period of expansion and development of domestic securities industry and intensified competition,JH securities development institutional business, should be faced up to their net capital limited size and the shortage of talent reserve status. Through the market segmentation to target customer orientation, implement the strategy of differentiation focus, focus on the limited resources, for medium-sized customers by providing professional and high quality customized services, create unique competitive advantage. We are committed to becoming one of the top five boutique securities firms in the industry of securities market segmentation and becoming the III most reliable partner of customers. Key words:Securities companies；Competitive strategy；Focus-difference strategy IV 目录 摘要 ................. I Abstract ........ II 图表清单 ... VIII 第一章 绪论 .. 1 1.1 研究背景 ......................... 1 1.2 研究的目的和意义 ......... 2 1.3 文献综述 ......................... 3 1.3.1 战略管理理论概述 .............................. 3 1.3.2 竞争战略理论概述 .............................. 4 1.3.3 聚焦战略概述 ....... 5 1.3.4 竞争战略的分析方法与工具 .............. 6 1.4 研究方法与思路 ............. 7 1.4.1 研究方法 ............... 7 1.4.2 研究思路 ............... 8 1.5 研究内容 ......................... 9 第二章 外部环境分析 ............. 11 2.1 宏观环境分析 ............... 11 2.1.1 政治环境 ............. 11 2.1.2 经济环境 ............. 13 2.1.3 社会环境 ............. 14 2.1.4 技术环境 ............. 16 2.2 证券欧亿·体育（中国）有限公司环境分析 ....... 17 2.2.1 证券欧亿·体育（中国）有限公司发展现状 ............................ 17 2.2.2 证券欧亿·体育（中国）有限公司发展趋势 ............................ 25 2.2.3 券商机构业务发展现状及趋势 ........ 28 2.3 欧亿·体育（中国）有限公司竞争结构分析 ....... 30 2.3.1欧亿·体育（中国）有限公司内部竞争的特点 ......................... 30 2.3.2潜在进入者的威胁 ............................. 31 2.3.3替代产品的威胁 .. 33 V 2.3.4上游议价权力 ...... 33 2.3.5下游议价权力 ...... 34 2.3.6 竞争对手分析 ..... 34 2.4 需求环境分析 ............... 36 2.4.1 投资需求分析 ..... 37 2.4.2 融资需求分析 ..... 37 2.4.3 交易需求分析 ..... 38 2.5 本章小结 ....................... 38 第三章 内部环境分析 ............... 40 3.1 JH证券公司情况 .......... 40 3.2 JH证券机构业务情况 .. 40 3.3 资源分析 ....................... 41 3.3.1 组织资源 ............. 41 3.3.2 人力资源 ............. 42 3.3.3 技术资源 ............. 44 3.4 能力分析 ....................... 45 3.4.1 管理能力 ............. 45 3.4.2 资本能力 ............. 45 3.4.3 技术能力 ............. 46 3.4.4 营销能力 ............. 46 3.4.5 风险控制能力 ..... 47 3.4.6 创新能力 ............. 48 3.5 本章小结 ....................... 48 第四章 竞争战略的选择 ........... 50 4.1 SWOT分析 .................... 50 4.1.1 机会与威胁分析 . 50 4.1.2 优势与劣势分析 . 52 4.1.3 SWOT分析 .......... 53 4.2 竞争战略的总体思路 ... 54 4.2.1 战略意图 ............. 54 VI 4.2.2 战略宗旨 ............. 55 4.2.3 战略目标 ............. 57 4.3 客户定位和业务定位 ... 58 4.3.1 围绕投资需求的定位 ........................ 58 4.3.2 围绕融资需求的定位 ........................ 58 4.3.3 围绕交易需求的定位 ........................ 59 4.4 竞争战略方案的选择 ... 60 4.4.1 竞争战略的选择原因 ........................ 60 4.4.2 竞争战略主要内容 ............................ 61 4.5 本章小结 ....................... 62 第五章 竞争战略实施策略和保障措施 .................. 63 5.1 实施策略 ....................... 63 5.1.1组建境外财富管理团队 ..................... 63 5.1.2构建证券互动直播平台 ..................... 63 5.1.3实行客户专属服务顾问制度 ............. 64 5.1.4搭建智能化运营和服务平台 ............. 64 5.1.5建立机构业务客户数据库 ................. 65 5.1.6完善机构业务管理组织架构 ............. 65 5.1.7建立机构业务差别化风控体系 ......... 66 5.1.8实施机构业务模块人才平台搭建策略 ............................ 67 5.2保障措施 ........................ 67 5.2.1组织保障 .............. 67 5.2.2人力资源保障 ...... 68 5.2.3财务保障 .............. 69 5.3 本章小结 ....................... 69 结论 .............. 70