中文摘要
然而，伴随着互联网技术的跨越式发展，随着而来的是网上低佣金开户、电商和第三方支付平台加入金融产品销售平台、第三方在线理财机构等新兴的互联网金融业态的出现，这对传统的证券公司业务形成了巨大的冲击。在这样的形势下，证券公司如何把握机会，通过制定科学合理的发展战略来更好的适应互联网金融时代，又是一个新的课题。
在互联网金融背景下，作为内蒙地区唯一一家全国性证券公司，长安证券应如何通过制定适合自身特色的发展战略来进一步完善自我，以应对行业内残酷的市场竞争并实现公司的稳定发展成为该公司管理层最为关心和关注的问题，关乎着公司的生死存亡。基于此，本文以互联网金融背景下长安证券发展战略作为研究对象，在对其内部外部战略环境进行深入分析的基础上，通过 EFE 矩阵来对长安证券公司所面临的发展机会和威胁进行了系统分析，并运用 IFE 矩阵深入分析了长安证券内部存在的优势和劣势。在此基础上，运用 SWOT 战略矩阵和QSPM 矩阵分析和制定了长安证券的总体发展战略，并对具体的发展战略进行了深入的分析。最后，主要从建立客户服务管理体系、重视技术能力提升、强化人力资源管理、强化内部控制与风险管理、打造品牌知名度等五个方面提出了确保长安证券发展战略实施的保障措施。
关键词：长安证券； 互联网金融； 业务创新； 内外部战略环境；
ABSTRACT
In recent years, the rapid development of Internet technology has injected newvitality into the development of the traditional financial industry. However, with therapid development of Internet technology, the emergence of the new formats ofinternet banking such as the online accounting with low commission, the electricityproviders and third-party payment platform joining the financial products salesplatform and the third party online financial institutions has formed a huge impact onthe traditional securities companies and other financial institutions. In such a situation,how the securities companies to seize the opportunity, and through the establishmentof a scientific and reasonable development strategy to better adapt to the era ofInternet banking is a new topic.
Under the background of Internet banking, as the only one national securitiescompany in the Inner Mongolia area, how the Chang An Securities Company furtherimprove itself through formulate the development strategy which will be suited to itsown characteristics so as to deal with the cruel market competition and realize thestable development of the company has become the managers' care and attentionproblems, related to the survival of the company. Based on this, this article takes theChang An Securities Company's development strategy under the background ofinternet banking as the research project. And then on the in-depth analysis of theinternal and external strategic environment, the author uses the external factorevaluation matrix （EFE） to analyze the opportunities and challenges of Chang AnSecurities Company, and uses the internal factors evaluation matrix （IFE） to analyzethe company's existing strengths and weaknesses. On this basis, the article uses theSWOT strategic matrix and QSPM matrix to analyze and develop the overalldevelopment strategy of Chang An Securities Company, and then it in-depth analyzesthe specific development strategy. Finally, this article mainly from the following fiveaspects to give the measures for guaranteeing the implementation of the developmentstrategy of Chang An Securities Company, they are the establishment of the customerservice management system, the attention of the improvement of the technical abilityto, strengthening the management of human resources, strengthening the internalcontrol and risk management, building brand awareness and so on.
Key Words: Chang An Securities Company; Internet Banking; Business Innovation;Internal and External Strategic Environment
目录
一、绪论
（一）研究的背景和意义
（二）企业战略管理相关理论综述
（三）研究的主要内容
（四）研究的框架和方法
二、长安证券外部战略环境分析
（一）宏观环境分析
（二）行业与市场环境分析
（三）外部因素评价矩阵（EFE 矩阵）
三、长安证券内部战略环境分析
（一）长安证券简介
（二）长安证券资源与能力分析
（三）长安证券经营现状分析
（四）长安证券经营发展过程中存在的主要问题
（五）内部因素评价矩阵（IFE 矩阵）
四、长安证券发展战略制定与选择
（一）长安证券企业愿景及使命
（二）长安证券发展战略制定的原则
（三）长安证券的 SWOT 矩阵
（四）长安证券发展战略选择与分析
五、长安证券发展战略实施的保障措施
（一）建立客户服务管理体系
（二）重视技术能力提升
（三）强化人力资源管理
（四）强化内部控制与风险管理
（五）打造品牌知名度
结 论
参考文献
致谢
