由于人工智能和大数据技术的快速发展，过去的人工投资顾问已经被智能投 顾所取代来展开咨询理财服务。智能投顾也叫做智能和自动化理财或者机器人投 顾等。基于智能算法和大数据来搭建量化模型，可以根据投资者对风险的喜好来 配置对应的产品，投资组合与策略交易实现自动智能化。智能投顾可以针对投资 者的财务情况展开全面分析实现个人财富投资的精准匹配，会设定各种匹配方 案，例如基金、保险和股票等。智能投顾对比传统人工投顾具有很明显的优势， 能够为顾客提供数字化资产配置，使资产收益更加精准，在很大程度上减少了时 间和人力成本，大大提升了服务效率。智能投顾一问世便受到全球大量金融机构 的广泛关注，并展开研究，迅速成为热门的研究课题。虽然智能投顾近年在中国 受到各路资本的追捧，但实际的发展却不尽如人意。 本文采用PEST分析，五力模型，SWOT分析等分析方法，对MJ智投的竞争战 略进行分析。利用PEST分析，五力模型以及竞争者分析对于MJ智投的外部环境 进行了具体分析。接下来利用MJ智投的内部和外部数据，从而针对MJ智投的优 劣势和目前存在的威胁和契机展开SWOT分析，基于对MJ智投的分析，挖掘产品 运行过程中发现的一些问题，根据MJ智投当前的竞争现状，本文进一步提出适 合其未来经营发展的SO战略、WO战略、ST战略与WT战略，为MJ智投树立品牌 特色、提升欧亿·体育（中国）有限公司竞争力、实现普惠金融等目标提出可执行的战略建议。MJ智投 的宗旨和战略目标是以自身独特的品牌形象进行构建，站在客户的角度，从而使 企业获取客户的能力与盈利能力得到提升。本文提出了优化产品结构，提供人性 化服务；学习借鉴国外先进经验，加大科技投入；提升获客能力，满足各层级客 户需求；主动适应监管，建立公开的信息披露制度；加强投资者教育，增强自我 保护能力等智能投顾竞争战略和保障措施，希望可以为其他智能投顾公司的发展 提供一些参考。 关键词：财富管理；智能投顾；竞争战略 II Abstract Due to the rapid development of artificial intelligence and big data technology, the former artificial investment advisers have been replaced by intelligent investment advisers to carry out financial advisory services. Intelligent investment care is also called intelligent and automated financial management or robot investment care. The quantitative model can be built based on intelligent algorithm and big data, and the corresponding products can be configured according to investors' preference for risks. The investment portfolio and strategy trading can be automatically intelligent. Intelligent investment advisers can conduct a comprehensive analysis of investors' financial situation to achieve accurate matching of personal wealth investment, and will set various matching schemes, such as funds, insurance and stocks. Compared with traditional manual investment consulting, intelligent investment consulting has obvious advantages. It can provide digital asset allocation for customers, make asset returns more accurate, greatly reduce time and labor costs, and greatly improve service efficiency. Since its inception, smart investment has attracted extensive attention from a large number of financial institutions around the world and has quickly become a hot research topic. Although smart investment has been pursued by various capitals in China in recent years, its actual development is not satisfactory. This paper adopts PEST analysis, five forces model, SWOT analysis and other analysis methods to analyze the competitive strategy of MJ intelligent investment. PEST analysis, five forces model and competitor analysis were used to analyze the external environment of MJ intelligent investment. Next use MJ wisdom for internal and external data, thus for MJ of cast and the advantages and disadvantages in the existing threats and opportunities of SWOT analysis, based on the analysis of MJ wisdom cast, mining products found some problems in the process of operation, according to Michael Jackson wisdom competition for the current situation, this paper further puts forward settlement SO suited to its future business development strategy, strategy, ST strategy and WT strategy, for MJ wisdom brand characteristics and promote the competitiveness of the industry and realize the pratt &whitney financial goals such as executable strategic Suggestions are put forward. The aim and strategic goal of MJ intelligent investment is to build its own unique brand image and stand in the perspective of customers, so that the enterprise's ability to acquire customers and profitability can be improved. This paper proposes to optimize product structure and provide humanized service. Learn from foreign advanced experience, increase III investment in science and technology; Improve customer acquisition ability to meet the needs of customers at all levels; Actively adapt to supervision and establish an open information disclosure system; To strengthen the education of investors, enhance the ability of self-protection and other measures to protect the competition strategy of intelligent investment advice, hope to provide some reference for the competition of other intelligent investment advice companies. Keywords: wealth management；intelligent investment；competitive strategy IV 目 录 摘要............................................................................................................................... II Abstract ......................................................................................................................... II 一、绪论........................................................................................................................ 1 （一）研究背景与意义......................................................................................... 1 1.研究背景...................................................................................................... 1 2.研究意义...................................................................................................... 2 （二）国外和国内研究现状................................................................................. 2 1.国外研究现状.............................................................................................. 2 2.国内研究现状............................................................................................... 3 （三）文献述评..................................................................................................... 3 （四）研究内容与方法......................................................................................... 4 1.研究内容....................................................................................................... 4 2.研究方法....................................................................................................... 5 （五）重点、难点、创新点和不足之处............................................................. 5 1.重点和难点.................................................................................................. 5 2.论文的创新点和不足.................................................................................. 6 二、智能投顾研究的理论基础.................................................................................... 7 （一）智能投顾的概念与特征............................................................................. 7 （二）国内外智能投顾的发展状况..................................................................... 8 1.发达国家智能投顾发展状况...................................................................... 8 2.我国智能投顾发展状况............................................................................ 11 （三）竞争战略的相关理论............................................................................... 13 1.竞争战略的含义........................................................................................ 13 2.战略管理的工具与方法............................................................................ 13 3.竞争优势理论和动态能力理论................................................................ 14 三、MJ智投的概述和竞争环境分析......................................................................... 16 （一）MJ智投的概述.......................................................................................... 16 （二）MJ智投竞争环境分析......................................................................