自从改革开放以来，中国实体经济取得了快速的发展，目前在世界经济总量 的统计中，我国的经济总量已经跃居世界第二，同时我们的金融市场也已 经走向 全球化，是世界最重要的市场之一。近年来，国民经济不断向好发展，人民的生 活水平以及财富积累不断提高，人均可支配收入不断增加，人们的投资理财需求 日益旺盛 ，投资者对财富管理有了更加多样化的需求。在这种形势下，证券公司 既要不断巩固自身的现有业务，又要抓住市场的财富管理新机遇，在财富管理市 场上取得更大的效益，提 升公司的业务竞争力，因此需要规划有效的竞争战略来 应对当前所面临的问题。 华泰证券从一个江苏省的区域性券商成长为全国综合性券商，各项业务都取 得了长足的进步。本 文基于新的宏观经济环境、政策环境和行业竞争背景，结合 华泰证券财富管理业务自身现状，综合运用文献研究法、比较分析法等研究方法， 对其在财富管理领域应选取何种竞 争战略从而实现突破 本文利用战略管理理论对华泰证券财富管理业务进行研究分析，首先对华泰 证券公司的外部环境进行了分析，利用PEST理论分析法研究华泰证券财富管理 业 务所处的宏观环境，同时采用波特五力模型分析了财富管理业务所处的竞争环 境，得出了公司面临的外部机遇和威胁。其次通过对公司内部环境的分析，包括 组织架构，人力资 源，技术研发，风险合规控制和市场营销渠道拓展竞争力的分 析，得出了公司的内部优势和劣势。依据以上分析，再利用SWOT分析法得出 了公司可选的三种竞争战略：成本领先 战略、差异化战略、集中化战略，通过研 究得出应采用差异化的竞争战略，主要围绕“科技赋能”，制定打造丰富的理财 产品市场、提升理财产品差异化、健全客户服务体系、 提升品牌影响力等多项竞 争战略实施措施来落地差异化竞争战略。最后，为确保华泰证券公司财富管理竞 争战略的顺利实施，从四个方面提出了保障措施，包括人力资源保障、 组织保障、 技术研发保障和合规风控保障。 关键词：财富管理 竞争战略 差异化 II Abstract Since the reform and opening up, China's real economy has made rapid development. At present, in the statistics of world economic aggregate, China's economic aggregate has leaped to the second place in the world. At the same time, our financial market has also been globalized, which is one of the most important markets in the world. In recent years, with the continuous development of the national economy, the continuous improvement of people's living standards and wealth accumulation, the increasing per capita disposable income, the growing demand for investment and financing, investors have a more diversified demand for wealth management. In this situation, securities companies should not only constantly consolidate their existing business, but also seize the new opportunities of wealth management in the market, achieve greater benefits in the wealth management market, improve the business competitiveness of the company, so we need to plan effective competitive strategies to deal with the current problems. Huatai Securities has grown from a regional securities firm in Jiangsu Province to a national comprehensive securities firm, and has made great progress in various businesses. Based on the new macro-economic environment, policy environment and industry competition background, combined with the current situation of wealth management business of Huatai Securities, this paper comprehensively uses literature research, comparative analysis and other research methods to study what kind of competition strategy should be selected in the field of wealth management to achieve breakthrough. In this paper, the strategic management theory is used to analyze the wealth management business of Huatai Securities. Firstly, the external environment of Huatai Securities Company is analyzed, and the macro environment of wealth management business of Huatai Securities is studied by pest theory. At the same time, the competitive environment of wealth management business is analyzed by Porter five forces model, and the external opportunities and Threat. Secondly, through the analysis of the internal environment of the company, including the organizational III structure, human resources, technology research and development, risk compliance control and marketing channel expansion competitiveness, the internal advantages and disadvantages of the company are obtained. Based on the above analysis, three competitive strategies are selected by SWOT analysis: cost leading strategy, differentiation strategy and centralization strategy. Through the research, it is concluded that differentiated competitive strategy should be adopted, mainly focusing on "technology enabling", to develop and build a rich financial product market, enhance financial product differentiation, improve customer service system, and enhance brand influence A number of competitive strategy implementation measures to implement differentiated competitive strategy. Finally, in order to ensure the successful implementation of the wealth management competition strategy of Huatai Securities Company, the paper puts forward four guarantee measures, including human resource guarantee, organization guarantee, technology research and development guarantee and compliance risk control guarantee.。。。。。。以下内容略