随着国内经济的快速发展，我国民营金融服务机构也在不断发展壮大，民 营控股和民营化成为现代金融业发展的主流，这不仅弥补了国有金融机构在中 小企业金融服务的市场缺失，同时也为建立完善的金融市场体系，推动社会主 义市场经济发展提供了重要保障。与此同时，民营金融机构也存在着诸如信用 层次低、战略定位不清晰、人才储备机制不完善、组织管理不健全等问题，进 而需要加强市场机制调节和政府监管，而对于民营金融机构而言则更需要把握 经济发展的机遇，弥补发展短板，增强竞争优势，提高社会化服务水平。 和耕传承公司作为中原唯一一家独立基金销售牌照企业，具有重要的研究 意义和价值。本文以和耕传承公司为研究案例，首先分析了公司现有及未来经 营战略制定的背景与意义；其次，通过项目操作中各环节对战略管理理论方法 的实践和探索进一步了解和耕传承公司的内部环境与竞争战略的具体情况；最 后，根据目前金融业的发展现状与改革方向分析判断和耕传承公司未来的经营 战略方向。 根据研究思路，文章主要分为六个章节。第一章绪论。介绍和耕传承面临 的行业状态、企业发展问题等，并陈述研究意义与研究内容、方法与框架。第 二章和耕传承公司外部环境分析。包括公司现状、相关理论研究现状以及针对 和传承公司的PEST分析和五力模型分析。第三章和耕传承公司内部环境分析。 本章主要介绍和耕传承公司的职能结构、核心能力以及内部环境分析等，系统 地挖掘和耕传承公司的组织结构与利益相关者的具体情况。第四章和耕传承公 司经营战略的选择。采用SWOT分析方法对和耕传承公司的现有经营战略进行 优劣势分析，并对其战略选择的原因和战略内容进行具体分析。第五章和耕传 承公司经营战略的实施与保障。本章主要从组织保障、财务保障、文化保障三 个方面进行了分析。具体阐释了其在人、财、物、品牌等资源要素的协调配置。 第六章结论与展望。对本文研究的主要结论进行总结，结合文献研究与实际情 况进行了结果讨论，包括主要研究结论、研究局限与未来研究展望。 关键词：和耕传承；互联网金融；财富管理机构；经营战略 II Abstract With the rapid development of the domestic economy, China's private financial services institutions are also growing, private holding and privatization become the mainstream of the development of modern financial industry, which not only makes that the state-owned financial institutions in the SME financial services market is missing, but also for the establishment of a sound financial market system, promote the development of the socialist market economy provides an important guarantee. At the same time, private financial institutions such as the low level of credit, the strategic positioning is not clear, talent pool mechanism is imperfect, organizational management is not perfect and so on, and then they need to strengthen the regulation of market mechanisms and government regulation, and for private financial institutions It is more necessary to grasp the opportunities for economic development, make up for the development of short board, enhance the competitive advantage, improve the level of social services. HGCC, as the sole independent fund sales license enterprise of Zhongyuan, has important research significance and value. Secondly, through the practice and exploration of the strategic management theory and method in all aspects of the project operation, the author tries to understand the internal environment and competitive strategy of HGCC, and then analyzes the relationship between HGCC's internal environment and the competitive strategy. Finally, according to the current development of the financial industry and the direction of reform to determine the direction of future strategic management of HGCC. According to research ideas, the article is divided into six chapters. Chapter One is introduction. The status of the industry, the development of the enterprise, etc. Are introduced. The significance and research contents, methods and framework of the research are stated. We analysis the external environment of HGCC in Chapter 2. Including the status quo of the company, the status quo of relevant theoretical research, and the PEST analysis and five-force model analysis for the company. The third chapter analyzes the internal environment of HGCC. This chapter mainly introduces the functional structure, core competence and internal environment analysis of HGCC, and systematically excavates the organizational structure of HGCC and the specific situation of stakeholders. Chapter IV is the choice of HGCC business strategy. The III SWOT analysis method is used to analyze the advantages and disadvantages of HGCC's existing business strategy, and the reasons and strategic contents of the strategic choice are analyzed. Chapter V is th implementation and Guarantee of HGCC Business Strategy. This chapter mainly from the organizational security, financial security, cultural security in three aspects were analyzed. And elaborated the coordination of human, financial, material and brand resources. Chapter 6 is conclusion and prospect. The main conclusions of this paper are summarized, and the results are discussed according to the literature research and the actual situation, including the main research conclusion, research limitations and future research prospects. Key Words:HGCC; Internet finance; wealth management organization; business strategy 目录 IV 目录 第一章 绪论 ............................................................................................. 1 第一节 问题提出 ................................................................................................... 1 一 民间金融是市场化的结果 ......................................................................................... 1 二 技术进步催生了互联网金融 ..................................................................................... 1 第二节 研究意义及内容 ....................................................................................... 2 一 研究意义 ..................................................................................................................... 2 二 研究内容 ..................................................................................................................... 3 第三节 研究方法及框架 ....................................................................................... 4 一 研究方法 ..................................................................................................................... 4 二 研究框架 ..................................................................................................................... 4 第二章 和耕传承公司外部环境分析 ..................................................... 5 第一节 和耕传承公司简介 ................................................................................... 5 第二节 相关理论研究现状 ................................................................................... 6 第三节 和耕传承公司的PEST分析 ..................................................................... 8 一 经济与技术条件 ......................................................................................................... 9 二 政治与社会环境 ....................................................................................................... 10 第四节 和耕传承公司的波特五力模型分析 ..................................................... 11 一 现有竞争对手之间的竞争 ....................................................................................... 12 二 潜在进入者的威胁 ................................................................................................... 14 三 买方的议价能力 ....................................................................................................... 14 四 卖方的议价能力 ....................................................................................................... 14 五 替代品的威胁 ........................................................................................................... 15 第三章 和耕传承公司内部环境分析 ................................................... 15 第一节 和耕传承公司职能结构 ......................................................................... 15 一 和耕传承战略组织结构 ........................................................................................... 15 目录 V 二 和耕传承的项目分析 ...................................