期货在金融市场中扮演着非常重要的角色，其主要的作用是价格发现和规 避风险。NH期货公司成立于1996年，属于我国传统系期货公司，主营业务为期 货经纪，经过多年的努力发展，已经成为了行业代表之一。随着不断变化的金 融环境，越来越严的金融政策监管以及行业传统盈利模式的改变使得NH期货公 司的发展面临着巨大的考验。为了使企业能够更好的发展，公司需要优化自身 的竞争战略，使其在市场中获得竞争优势。 本文结合国内外相关理论研究成果，运用PEST分析将NH期货公司面临的政 治、经济、社会文化及技术环境进行了分析；运用战略集群分析将行业内的企 业进行了分类研究；运用波特五力模型将NH期货公司的上下游、潜在竞争者、 替代品及行业内现有竞争者进行了深入分析；运用SWOT分析将NH期货公司的内 部环境进行分析。同时列举对比了NH期货的可选竞争战略，并且最终得出公司 应该采取聚焦差异化竞争战略的结论。为了使该战略能够得到有效的执行，本 文从目标设定、客户群体选择、产品市场定位、营销渠道建设和服务体系构建 等五个方面制定了企业竞争战略方案，同时还提出了相应的保障措施。 通过本文的分析和研究，希望在如此严峻的金融环境下为传统系期货公司 找到自身的竞争优势从而可以在行业内占有一席之地。同时能帮助企业管理者 把握竞争战略，提高企业生存能力，促进期货市场健康发展。 关键词，期货公司，战略集群，竞争战略，聚焦差异化 论文类型，应用研究浙江工业大学硕士学位论文 NH 期货公司竞争战略研究 II NH FUTURES COMPANY COMPETITIVE STRATEGY RESEARCH ABSTRACT Futures play a very important role in the financial market, and their main role is price discovery and risk avoidance. Founded in 1996, NH Futures is a traditional Chinese futures company. Its main business is commodity brokerage. After years of development, it has become one of the representatives of the industry. With the ever- changing financial environment,stricter and stricter financial policy supervision and changes in the traditional profit model of the industry, the development of NH Futures Company is facing a huge test. In order to make the enterprise develop better, the company needs to optimize its own competitive strategy, so that it can gain competitive advantage in the market. This paper combines the relevant theoretical research results at home and abroad, uses PEST analysis to analyze the political, economic, social and cultural environment faced by NH futures companies; uses strategic cluster analysis to classify enterprises in the industry; The model analyzes the upstream and downstream of NH Futures, potential competitors, substitutes and existing competitors in the industry; uses SWOT analysis to analyze the internal environment of NH futures company and enumerates the optional competitive strategy of NH futures. And finally concluded that the company should take the conclusion of focusing on a differentiated competitive strategy. In order to enable the strategy to be effectively implemented, this paper has formulated the enterprise competitive strategy plan from five aspects: target setting, customer group selection, product market positioning, marketing channel construction and service system construction, and also listed the corresponding safeguard measures. Through the analysis and research in this paper, I hope to find a competitive advantage for traditional futures companies in such a severe financial environment, so that they can have a place in the industry. At the same time, it can help enterprise managers grasp the competitive strategy, improve the viability of enterprises, and promote the healthy development of the futures market.浙江工业大学硕士学位论文 NH 期货公司竞争战略研究 III KEY WORDS: Futures Company;Strategic Cluster;Competitive Strategy;Focus Differentiation THESIS: Application Research浙江工业大学硕士学位论文 NH 期货公司竞争战略研究 IV 目 录 1 绪论..........................................................................................................1 1.1 研究的背景及意义.........................................................................................1 1.1.1 研究的背景...........................................................................................1 1.1.2 研究的意义...........................................................................................2 1.2 国内外相关研究综述.....................................................................................2 1.2.1 国内相关研究综述...............................................................................2 1.2.2 国外相关研究综述...............................................................................3 1.3 主要研究内容及方法.....................................................................................4 1.3.1 研究内容...............................................................................................4 1.3.2 研究方法..............................................................................................4 2 战略管理的相关理论基础.....................................................................7 2.1 战略管理的含义及理论.................................................................................7 2.1.1 战略管理含义......................................................................................7 2.1.2 战略管理理论......................................................................................7 2.2 战略管理主要分析工具.................................................................................7 2.2.1 PEST 分析.............................................................................................7 2.2.2 波特五力模型......................................................................................8 2.2.3 价值链分析........................................................................................10 2.2.4 战略集群分析....................................................................................10 2.2.5 SWOT 分析...........................................................................................11 2.3 竞争战略理论综述.......................................................................................12 2.3.1 企业竞争战略管理概述....................................................................12 2.3.2 企业竞争战略理论............................................................................13 2.3.3 企业主要竞争战略............................................................................14 3 NH 期货公司外部环境分析..................................................................17 3.1 期货公司宏观环境分析...............................................................................17 3.1.1 政治环境分析....................................................................................17 3.1.2 经济环境分析....................................................................................18 3.1.3 社会文化环境分析............................................................................19 3.1.4 技术环境分析....................................................................................20 3.2 期货行业环境分析.......................................................................................20 3.2.1 期货行业概况....................................................................................20 3.2.2 上游供应商的议价能力.....................................................................23浙江工业大学硕士学位论文 NH 期货公司竞争战略研究 V 3.2.3 下游购买者的议价能力.....................................................................24 3.2.4 潜在竞争者的威胁.............................................................................24 3.2.5 替代品的威胁.....................................................................................25 3.2.6 行业内现有竞争者的竞争.................................................................26 4 NH 期货公司内部环境分析..................................................................27 4.1 公司基本情况................................................................................................27 4.1.1 公司简介及组织架构.........................................................................27 4.1.2 公司经营及财务情况.........................................................................29 4.2 公司资源分析.........................