I 摘要 多年来，我国经济持续快速増长，国内高净值客户数量不断増加，财富管理市场得 到了迅猛发展，但是仍处于起步阶段。银行业拥有绝对的比较优势，毫无疑问的占据了 当前国内财富管理市场的主导地位。近年来，独立第三方财富管理公司一方面为客户提 供综合的金融服务，另一方面持有中立客观的立场，得到了迅速发展。但是现有市场主 体全部加起来的财富管理规模也远远没能满足国内市场对财富管理业务的需求。K 财富 公司是一家成立时间不长的第三方财富管理机构，面对财富管理业务巨大的市场，如何 制定财富管理业务竞争战略，帮助公司在市场中站稳脚跟是本文研究的课题。 本文通过详细的理论学习和文献研究，掌握了竞争战略相关理论原理、理论的使用 条件和风险；对国内外财富管理相关论述做了详细梳理和总结。通过调查数据和案例比 较，对 K 财富公司财富管理业务的外部环境、行业环境、内部环境做了详尽分析，并通 过 SWOT 模型整理总结，最终认准了 K 财富公司财富管理业务的禀赋，为公司做出了 合理的市场定位。本文在经过详细分析 K 财富公司财富管理业务之后，提出了 K 财富 这样的较小规模的新生机构财富管理业务竞争战略的指导思想和目标，选择了聚焦化战 略和差异化战略作为制定竞争战略方案的方向，制定出了准确的行业定位及核心客户聚 焦、立足重点区域、个性化产品配置、针对性增值服务、差异化盈利模式、“1+1+N” 的财富顾问团队、智能化运作等七个实施方案，最后提出了要从制度、人员、技术、组 织四个方面做好保障工作。论文对 K 财富公司财富管理业务的竞争战略制定有了系统全 面的考量和较好参考意义。 关键词：财富管理业务，第三方财富管理机构， 竞争战略西北大学硕士专业学位论文 II ABSTRACT Over the years, China's economy has continued to grow rapidly, the number of domestic high-net-worth clients has continued to increase, and the wealth management market has developed rapidly, but it is still in its infancy. The banking industry has an absolute comparative advantage and undoubtedly dominates the current domestic wealth management market. In recent years, independent third-party wealth management companies have provided comprehensive financial services to customers on the one hand, and held a neutral and objective position on the other hand, and have developed rapidly. However, the scale of wealth management that all existing market players add up is far from meeting the demand of the domestic market for wealth management business. K Fortune is a third-party wealth management organization that has not been established for a long time. Facing the huge market of wealth management business, how to develop a wealth management business competition strategy and help the company to gain a foothold in the market is the subject of this paper. Through detailed theoretical study and literature research, this paper grasps the theoretical principles, theoretical use conditions and risks of competitive strategy; and elaborates and summarizes the domestic and foreign wealth management related discussions. Through survey data and case comparison, the external environment, industry environment and internal environment of K Fortune's wealth management business were analyzed in detail, and the SWOT model was compiled and summarized. Finally, the endowment of K Fortune's wealth management business was recognized. Made a reasonable market position. After a detailed analysis of K Fortune's wealth management business, this paper puts forward the guiding ideology and goal of the small-scale nascent institution wealth management business competition strategy such as K Fortune, and chooses the focus strategy and the differentiation strategy as the competitive strategy plan. In the direction, we have developed accurate industry positioning and core customer focus, focus on key areas, personalized product configuration, targeted value-added services, differentiated profit model, “1+1+N” wealth advisory team, intelligent operation, etc. The seven implementation plans finally put forward the guarantee work from the four aspects of system, personnel, technology and organization. The paper has a systematic and comprehensive consideration and a good reference for the development of the competition strategy of K Fortune's wealth management business.ABSTRACT III Keywords: Wealth Management Business, Third Party Wealth Management Agency, Competitive Strategy西北大学硕士专业学位论文 IV 目 录 摘要...................................................................................................................................I ABSTRACT.......................................................................................................................II 目 录................................................................................................................................ IV 第一章 绪论.......................................................................................................................1 1.1 研究背景及意义.......................................................................................................1 1.1.1 研究背景............................................................................................................1 1.1.2 研究意义............................................................................................................2 1.2 研究思路及方法.......................................................................................................2 1.2.1 研究思路............................................................................................................2 1.2.2 研究方法............................................................................................................2 1.3 研究内容及框架.......................................................................................................3 1.4 本文主要贡献...........................................................................................................4 第二章 相关理论和文献综述...........................................................................................6 2.1 竞争战略理论概述...................................................................................................6 2.1.1 竞争战略...........................................................................................................6 2.1.2 竞争战略的条件................................................................................................6 2.1.3 竞争战略的风险................................................................................................7 2.2 文献综述...................................................................................................................7 2.2.1 国外文献综述....................................................................................................7 2.2.2 国内文献综述....................................................................................................8 第三章 K 财富公司财富管理业务的现状与竞争战略环境分析.................................11 3.1K 财富公司概况......................................................................................................11 3.1.1 K 财富公司介绍..............................................................................................11 3.1.2 K 财富公司财富管理业务现状......................................................................11 3.2 财富管理业务的外部环境分析.............................................................................11 3.2.1 政治环境..........................................................................................................11 3.2.2 经济环境..........................................................................................................15摘要 V 3.2.3 社会环境..........................................................................................................18 3.2.4 技术环境..........................................................................................................21 3.3 财富管理业务的行业环境分析.............................................................................24 3.3.1 财富管理工具供应者的议价能力..................................................................25 3.3.2 财富管理对象的议价能力......................................................................