：珠江三角洲（简称“珠三角”），位于我国东南部，地理位置 优越，经济基础雄厚。随着我国改革开放以来，经过四十余年的发 展，珠三角区域经济和金融产业已成为最具活力的地区之一。与此 同时，当前国家推行资产管理行业紧跟经济社会发展步伐，不断推 出创新型政策和货币制度来激发资本市场活力，通过宽松的货币政 策来激发资产管理机构的潜力，优化资本管理业务的发展，降低金 融市场准入门槛，为我国资产管理行业带来了广阔的发展空间。珠 江三角洲顺应国家经济形势和金融产业政策，通过对全域内资本机 构和金融机构的优化，激发区域金融发展能力，有效推进区域内金 融业快速发展。 本文的研究对象是珠三角地区的展鸿资本管理有限公司（以下 简称“ZH公司”），笔者借鉴战略管理理论知识与对照资产管理行业 现状，剖析资产管理行业当前的发展情况和有关ZH公司的具体发 展数据，分析了ZH公司目前的发展现状以及存在的问题。首先， 分析ZH公司的内部环境，再通过PEST分析法分析了ZH公司所处 的宏观外部环境。其次，通过SWOT分析法，建立了SWOT分析模 型,最终选择WO战略。基于此，本文通过系统分析后并对ZH公司 目前存在的问题提出了相应的针对性对策。同时，因为本文中对与 论文研究主题精密相连的资产管理行业做了深刻的阐释，并对其对 应的战略措施进行了探讨。本文提出ZH公司要在积极抓住外部的 市场机遇的同时提高自身内部的风险管控能力、增进员工凝聚力加 强公司企业文化建设、打造品牌等相关建议，这不仅为相关活动的 创新提供了强有力的保障，也为企业发展过程中所需要的职业技能 和相关发展技能方面提供了支持。所以，本文的研究结论和成果， II 能够为相同发展体系的资产管理行业的企业，在寻求发展战略措施 上提供有价值的参考。 关键词：ZH公司；发展战略；PEST；SWOT III RESEARCHONDEVELOPMENTSTRATEGYOFZH FINANCECOMPANY TangJunli（MasterofBusinessAdministration） DirectedbyLiuMengya Abstract：Thepearlriverdelta(PRD),locatedinthesoutheastofChina, enjoysasuperiorgeographicalpositionandstrongeconomicfoundation. SinceChina'sreformandopeningup,aftermorethan40yearsof development,thepearlriverdeltaregionaleconomyandfinancial industryhasbecomeoneofthemostdynamicareas.Atthesametime,the currentnationalassetsmanagementindustrykeepupwiththepaceof economicandsocialdevelopment,andconstantlyintroduceinnovative policiesandmonetarysystemtostimulatevitalityofcapitalmarkets, throughloosemonetarypolicytostimulatethepotentialofasset managementinstitutions,optimizationofthedevelopmentofthecapital management,reducefinancialmarketaccessthreshold,totheasset managementindustryinourcountrybroughtabroadspacefor development.Inlinewiththenationaleconomicsituationandfinancial industrypolicy,thepearlriverdeltastimulatestheregionalfinancial developmentabilityandeffectivelypromotestherapiddevelopmentof theregionalfinancialindustrybyoptimizingtheregionalcapitaland financialinstitutions. Theresearchobjectofthispaperisthepearlriverdeltaregion exhibitioncompanycapitalmanagementco.,LTD.(hereinafterreferredto asthe"useful"),theauthorusingstrategicmanagementtheoryknowledge andcontrasttheassetmanagementindustrypresentsituation,analyzesthe assetmanagementindustrythedevelopmentofthecurrentsituationand IV relevantusefulcompanyspecificdevelopmentdata,analyzestheuseful thepresentdevelopmentsituationandexistingproblems.Firstly,the internalenvironmentofZHcompanyisanalyzed,andthenthemacro externalenvironmentofZHcompanyisanalyzedbyPESTanalysis method.Secondly,aSWOTanalysismodelisestablishedthroughSWOT analysis,andWOstrategyisfinallyselected.Secondly,SWOTanalysis modelisestablishedthroughSWOTanalysismethod,andWOstrategyis finallyselected.Basedonthis,thispaper,throughsystematicanalysis, putsforwardcorrespondingcountermeasurestotheexistingproblemsof ZHcompany.Atthesametime,becausethispapermakesaprofound interpretationoftheassetmanagementindustry,whichiscloselyrelated totheresearchtopicofthispaper,anddiscussesthecorresponding strategicmeasures.Thispaperputsforwardusefulcompaniestoactively seizetheexternalmarketopportunitiesatthesametimeimprovetheir internalriskcontrolability,improvestaffcohesiontostrengthen enterprisecultureconstructioncompany,buildingbrandsandrelated Suggestions,whichnotonlyprovidesastrongguaranteeforrelated activitiesofinnovation,alsofortheenterprisedevelopmentintheprocess ofvocationalskillsandrelateddevelopmentskillsneededtoprovide support.Therefore,theresearchconclusionsandresultsofthispapercan providevaluablereferencesforenterprisesintheassetmanagement industrywiththesamedevelopmentsystemtoseekdevelopment strategiesandmeasures. KeyWords:ZHcompany;strategydevelopment;PEST;SWOT V 目录 摘要：..........................................................................................................I Abstract：..................................................................................................III 第1章绪论.................................................................................................1 1.1研究背景.........................................................................................1 1.2研究意义.........................................................................................1 1.3文献综述与理论概述.....................................................................2 1.3.1战略管理理论相关文献..............................................................2 1.3.2资产管理领域相关文献..............................................................3 1.4研究方法及论文结构.....................................................................5 1.4.1研究方法......................................................................................5 1.4.2论文结构......................................................................................5 第2章理论基础.........................................................................................7 2.1企业战略管理理论.........................................................................7 2.1.1企业战略管理的基本概念..........................................................7 2.1.2战略管理特点..............................................................................8 2.1.3战略实施原则..............................................................................9 2.1.4企业战略过程............................................................................10 2.2战略分析工具...............................................................................12 2.2.1PEST分析法..............................................................................12 2.2.2SWOT分析模型........................................................................12 VI 第3章珠三角ZH公司现状研究...........................................................15 3.1珠三角ZH公司的发展现状........................................................15 3.1.1珠三角ZH公司基本情况介绍................................................15 3.1.2珠三角ZH公司业务经营现状................................................15 3.2珠三角ZH公司内部环境分析....................................................18 3.2.1员工队伍环境............................................................................18 3.2.2业务经营环境............................................................................20 3.2.3薪酬机制环境............................................................................21 3.2.4风险管控环境............................................................................23 3.2.5企业文化和品牌环境................................................................24 3.2.6ZH公司存在的问题..................................................................24 3.3珠三角ZH公司的PEST分析.....................................................25 3.3.1政治环境....................................................................................25 3.3.2经济环境....................................................................................25 3.3.3社会环境....................................................................................26 3.3.4技术环境....................................................................................27 第4章公司的SWOT分析与战略的制定与实施.................................29 4.1公司的SWOT分析......................................................................29 4.1.1公司的外部机会分析................................................................29