证券公司是我国证券市场的参与主体,为推动资本市场快速稳健发展起到

了功不可没作用,经过近二十年的快速发展,已逐渐成为中国现代金融市场的

重要组成部分。截止2011年底,我国证券公司数量已达111家,营业部数量

5032家,注册资本金突破1300亿元。2005伴随着股权分置改革的完成,整个

证券业也进入到了规范、健康发展的新时期。但是由于证券市场的持续低迷,

其问题开始显现,业务同质化严重、盈利模式单一、服务方式趋同、经营管理

不够精细、缺少行业特色和核心竞争力等已严重影响了证券公司的发展,WT证

券也不例外。因此,深入研究公司的战略转型问题,有着深远的现实意义。

当前,我国正处在经济结构和产业布局进一步调整、国有资产管理体制改革

的进一步深化、建立多层次的资本市场时期,证券市场将真正迎来空前的大创新、

大发展的历史机遇。在这样的背景下,WT证券只有清醒的面对外部环境的变化,

准确定位自己的优势和劣势,充分整合母公司的综合资源,加快实施战略转型是

改变当前制约发展瓶颈的必然选择。本文运用PEST、波特的“五力模型”及SWOT

分析方法,在对WT证券的发展现状、战略转型能力以及内外部环境进行科学、

严谨分析的基础上,初步构建WT证券战略转型能力评价模型。通过对该模型的

评价,为WT证券战略转型的实施提供对策、建议。

关键词:战略转型能力STOT分析理论模型.WT证券

ABSTRACT

Securities companies as the main part of China's securities market

pmticipation played contributed role in promoting the capita! market the fast and

steady development, after nearly two decades of rapid development, has gradually

become an important part of China's modern financial markets. As of the end of 2011,

the number of securities companies in China has reached 111,the number of sales

department 5032 and exceeded 130 billion Yuan registered capital. In 2005,along

with the completion of the split share structure reform, the entire securities industry

has also entered into a new period of normative and health development. As the

securities market remains in the doldrums in recent years, industry issues began to

show business homogenization of serious, single profit model, service mode

convergence, sufficiently sophisticated business management, lack of industry

characteristics and core competitiveness, securities companies has seriously affected

the development, WT Securities no exception. Therefore, in-depth research issues of

strategic transformation of the company, has a profound practical significance.

At present, China is to further adjust the economic structure and industrial

layout, further deepen the reform of state-owned assets management, a multi-level

capital market during the securities market will truly usher in unprecedented

innovation, the development of the historic opportunity. In this context, WT Securities

only sober face of changes in the external environment, and accurate positioning their

own strengths and weaknesses, fully integrated resource integration of the parent

company, to speed up the implementation of the strategic transformation to change the

current constraints of the bottlenecks in the development of the inevitable choice. In

this paper, we use PEST, Porter's five forces model and SWOT analysis method to

analyze WT Securities development status and the strategic transformation

capabilities as well as internal and external environment. Base on the scientific and

rigorous analysis to build an initial WT Securities strategic transformation capacity

theoretical model. Through the evaluation of the model for the implementation of the

WT Securities strategic transformation, provide countermeasures and suggestions.

KEY WORDS: strategic transformation capacity SWOT analysis

theoretical model WT Securities