在经济全球化的今天，随着互联网等高科技的发展，全球渐渐成为一个地球 村，联系越来越紧密，不断地涌现出业务种类繁多的跨国集团。部分金融集团已 基本完成了国际化战略的布局，形成了遍布全球主要资本市场的业务网络。随着 中国金融行业继续扩大对外开放，海外巨头纷纷以各种方式登陆中国境内资本市 场，给国内证券公司带来较大的竞争压力，而越来越多的中国企业响应“一带一 路”倡议，纷纷“走出去”，中国证券行业借此实施国际化战略是大势所趋。 本文介绍了安泰证券的基本情况、经营状况以及存在的问题和不足，由此引 申出安泰国际在现有业务的基础上，实施国际化战略，特别是介入如越南等新兴 国家经济体的必要性；同时，本文结合企业国际化理论，充分运用 SWOT、PEST 等多种分析工具，深入分析安泰证券实施越南市场竞争战略所面临的内外部环 境，认为安泰证券在越南市场的竞争优势主要集中于大股东支持、比较优势明显、 文化相近、客户基础扎实和风控能力强等方面，劣势主要表现在协同成本高、国 际化品牌尚未建立，越南本地人才准备不足等，机遇主要体现在中国政府支持金 融企业走出去，大量高净值客户，越南市场潜力巨大等，并将迎来跨境经营、越 南市场规模小、国内政策制约等因素的挑战。 结合上述分析，本文认为，安泰证券应该从战略指导思想、市场进入战略、 目标市场与定位、业务组合及竞争策略等方面出发确定安泰证券越南市场的竞争 战略，明确其主要内容和主要路径；同时，为落实好整体战略，建议安泰证券从 资本规模、战略管控、风险合规、人力资源、品牌建设、信息技术等方面出发进 行优化，确保战略落地实施，逐步形成在越南市场上的竞争优势。 关键词：证券公司;竞争战略;越南;国际化兰州大学硕士学位论文 安泰证券越南市场竞争战略研究 II RESEARCH ON VIETNAM MARKET COMPETITION STRATEGY OF ENTAI SECURITIES CO.,LTD Abstract With the development of economic globalization, the world has gradually become a global village with more and more close ties, multinational groups with various business types are emerging.Under this background, some securities companies have finished to lay out their internationalization strategies, and formed a business network covering the world's major capital markets.As China's financial sector continues to expand to the outside world, overseas giants have landed in China's capital markets in various ways, bringing greater competition pressure and rare learning opportunities to Chinese securities companies. More and more Chinese enterprises have been going out in response to the one belt and one road initiative. It is the general trend to implement the internationalization strategy. This paper introduces the basic situation, operation status, existing problems and shortcomings of Entai Securities, which leads to the necessity for Entai International to implement its internationalization strategy on the basis of its existing business, especially to intervene in emerging economies such as Vietnam. At the same time, combining with the theory of enterprise internationalization, this paper makes full use of SWOT, PEST and other analytical tools to analyze Entai Securities in depth. The internal and external environment faced by securities companies in implementing Vietnam market competition strategy is that Entai Securities' competitive advantages in Vietnam market are mainly concentrated on the support of major shareholders, obvious comparative advantages, similar culture, solid customer base and strong wind control ability. The disadvantages are high cost of synergy, the lack of international brands, the inadequate preparation of local Vietnamese talents, and the owners of opportunities. It should be reflected in the support of the Chinese government for financial enterprises to go abroad, a large number of high net worth customers, and the huge market potential of Vietnam. It will also face the challenges of cross-border operation, mainly manifested in the small scale of Vietnam market and domestic policy constraints. Based on the above analysis, this paper argues that Entai Securities should determine its Vietnam market competition strategy from the strategic guiding ideology, market entry strategy,兰州大学硕士学位论文 安泰证券越南市场竞争战略研究 III target market and positioning, business portfolio and competition strategy, and clarify its main content and main path. At the same time, in order to implement the overall strategy, it is suggested that Entai Securities should consider capital scale, strategic control and risk combination. In order to ensure the implementation of the strategy, we should optimize the regulations, human resources, brand building and information technology, and gradually form the competitive advantage in Vietnam market. Key words:securities companies; competitive strategy; Vietnam; internationalization兰州大学硕士学位论文 安泰证券越南市场竞争战略研究 目 录 中文摘要....................................................................................................II Abstract....................................................................................................II 第一章 绪论................................................................................................6 1.1 研究背景和研究意义.....................................................................................6 1.2 研究内容和研究方法.....................................................................................8 1.3 研究框架和技术路线.....................................................................................8 第二章 国际化相关理论综述.................................................................10 2.1 国际化相关理论基础...................................................................................10 2.2 券商国际化文献综述...................................................................................12 第三章 安泰证券经营现状及问题分析...............................................13 3.1 安泰证券主要情况简介...............................................................................13 3.2 安泰证券经营现状分析...............................................................................15 3.3 安泰证券经营存在的问题...........................................................................19 第四章 安泰证券越南市场战略环境分析.............................................20 4.1 外部环境分析...............................................................................................20 4.2 内部环境分析...............................................................................................26 4.3 SWOT 分析......................................................................................................30 第五章 安泰证券越南市场竞争战略制定.............................................37 5.1 战略指导思想...............................................................................................37 5.2 市场进入战略...............................................................................................39 5.3 目标市场定位...............................................................................................40 5.4 业务组合及竞争举措...................................................................................44 第六章 安泰证券越南市场竞争战略实施保障.....................................47 6.1 资本实力保障...............................................................................................48兰州大学硕士学位论文 安泰证券越南市场竞争战略研究 6.2 战略管控保障...............................................................................................48 6.3 风险合规保障...............................................................................................50 6.4 人力资源保障...............................................................................................51 6.5 品牌建设保障...............................................................................................51 6.6 信息技术保障...............................................................................................52 第七章 结论..............................................................................................53 7.1 研究结论.......................................................................................................53 7.2 主要不足........................