Z證券公司財富管理業務差異化競爭戰略研究

Abstract

我國金融市場不斷改革和開放的同時，引入了外資和外部機構，同時，我國政府不斷出臺相關的監管政策，推進金融市場的健康發展。這不但促進了國內金融機構的競爭和轉型。為財富管理行業的發展提供了更多機會和挑戰，而且為財富管理行業提供了更加規範和透明的環境，也為消費者提供了更多的保障。由於經紀業務佣金率的持續下行以及行業競爭的加劇，特別是網路券商和外資券商的進入，使得券商的傳統盈利模式受到壓力，轉型財富管理業務的動力日益顯著。因此，論文討論了Z證券的競爭戰略選擇問題；通過分析該公司面臨的外部環境和擁有的內部資源，結合SWOT戰略分析方法，討論了公司競爭戰略的可能選擇，並給出公司應當選擇差異化戰略這一方向；最後結合公司實際情況，給出了差異化戰略的實施建議和保障措施，通過本文研究主要得到以下結論： (1) 在具體的競爭戰略方向上，本文認為Z證券公司應該走SO戰略方向，主要體現在憑藉豐富的股東資源、持續增長的資管業務收入和卓越的客戶服務，把握權益類基金的爆發、財富管理業務的發展和金融科技的助推，利用其穩定的資管收入和卓越的服務，為投資者提供專業的權益類基金投資諮詢，同時引入科技手段以提升服務效率和品質。(2) 本文認為Z證券公司的財富管理業務需要走差異化競爭戰略路線，主要依靠創新的產品線，來滿足不同風險偏好的客戶需求，提供專業、個性化的一對一投資顧問服務，優化使用者體驗，提升品牌影響力，利用大資料和AI技術，提高服務品質和效率與競爭對手區別開來，成功提升了自身的市場份額。(3) 在Z證券公司的財富管理業務差異化競爭戰略實施策略方面，Z證券公司應當通過深入理解和滿足不同客戶群體的需求，提供差異化的財富管理服務，實現精細化客戶管理，提升客戶滿意度和忠誠度；強化投資諮詢業務，通過獲得基金投資諮詢牌照，引入專業人才，創新業務模式等措施，以滿足客戶的投資需求，推動公司業務的健康發展；科技賦能財富管理，通過引入人工智慧技術，智慧客戶服務，提升內容生產效率，風險管理等，提高客戶體驗和工作效率；通過外延並購提升綜合服務能力，收購一些具備不同業務的公司，提升投資管理和研究能力，提升經營效率和規模。(4) 保障措施方面主要包括行業合規保障、財富管理團隊保障、數位化技術保障、業務組織架構保障。

While China's financial market continues to reform and open up, foreign capital and external institutions have been introduced. At the same time, the Chinese government has continuously introduced relevant regulatory policies to promote the healthy development of the financial market. This has not only promoted the competition and transformation of domestic financial institutions. It provides more opportunities and challenges for the development of the wealth management industry, and provides a more standardized and transparent environment for the wealth management industry, and also provides more guarantees for consumers. Due to the continuous decline of the commission rate of brokerage business and the intensification of industry competition, especially the entry of online brokerages and foreign brokerages, the traditional profit model of brokerages is under pressure, and the transformation of wealth management business is increasingly significant. Therefore, the paper discusses the selection of competitive strategy, discusses the external environment, the SWOT competitive strategy, and gives the direction of the differentiation strategy, the paper mainly obtains the following conclusions: (1) In the specific strategic direction of competition, this paper believes that Z securities company should go SO strategic direction, mainly reflected in the abundant shareholders resources, continuous growth of information technology business income and excellent customer service, grasp the outbreak of equity funds, the development of wealth management business and financial technology, using its stable information income and excellent service, to provide investors with professional equity fund investment consulting, and the introduction of technology to improve service efficiency and quality. (2) In this paper that Z securities company wealth management business needs to go differentiation competition strategy, mainly rely on innovative product line, to meet the demand of different risk appetite, provide professional, personalized one-on-one investment advisory services, optimize the user experience, improve brand influence, using big data and AI technology, improve the service quality and efficiency from competitors, successfully improved their market share. (3) In terms of the implementation strategy of the differentiated competitive strategy of the wealth management company of Z Securities business, Z Securities Company should deeply understand and meet the needs of different customer groups：first of all, company should provide differentiated wealth management services to customers that can realize fine customer management and improve customer satisfaction and loyalty; The company shall obtain the fund investment consulting license and introduce talents to strengthen the investment consulting business that will meet the investment needs of customers and promote the healthy development of the company’s business. In terms of technological empowerment, improve productivity and risk management through the introduction of artificial intelligence technology and intelligent customer service. The customer experience and usage efficiency will be better. Finally, the company need to improve the integrated service capabilities through acquisitions of companies with different businesses that can not only enhance investment management and research capabilities, but also enhance experience efficiency and scale. (4) Safeguard measures mainly include industry compliance guarantee, wealth management team guarantee, digital technology support, and business organization structure guarantee.