硕士学位论文
（专业学位论文）
G 证券公司投资银行业务竞争策略研究
RESEARCH ON COMPETITIVE STRATEGY OF
INVESTMENT BANKING BUSINESS OF G
SECURITIES COMPANY
王建忠
哈尔滨工业大学
2022 年 5 月
国内图书分类号：F830.91学校代码：10213
国际图书分类号：336.7密级：公开
工商管理硕士学位论文
G 证券公司投资银行业务竞争策略研究
硕士研究生：王建忠
导 师： 梁大鹏 教授
申 请 学 位： 工商管理硕士
所 在 单 位： 国信证券股份有限公司
答 辩 日 期： 2022 年 5 月
授予学位单位：哈尔滨工业大学
Classified Index: F830.91
U.D.C.: 336.7
A Dissertation for the Degree of MBA
RESEARCH ON COMPETITIVE STRATEGY OF
INVESTMENT BANKING BUSINESS OF G
SECURITIES COMPANY
Candidate: Wang Jianzhong
Supervisor: Prof. Liang Dapeng
Academic Degree Applied for: Master of Business Administration
Affiliation： Guosen Securities Co., Ltd.
Date of Defense: May, 2022
Degree-Offering-Institution: Harbin Institute of Technology
哈尔滨工业大学工商管理硕士学位论文
摘要
我国资本市场三十周年发展，证券公司投资银行业务市场竞争日益激烈。
如何优化投资银行业务竞争策略，提升投资银行业务综合竞争力，成为了我
国证券公司日益紧迫的问题。
论文通过梳理我国投资银行业务市场所面临的各种内外部环境因素和国
内外竞争策略研究理论，借助 SWOT 分析方法对G 证券公司投资银行业务所
面临的宏观行业环境、内部资源禀赋以及优势、劣势、机会、威胁等方面进
行多层次、多维度的分析。基于上述分析，论文对 G 证券公司投资银行业务
竞争策略选择进行了总结和阐述，得出 G 证券公司投资银行业务应当采取差
异化竞争策略的结论。
G 证券公司投资银行采取差异化策略，应当围绕投资银行业务流程，分
类设定策略目标并制定策略实施方案，在服务差异化策略方向上发力，将金
融科技运用在投资银行业务所涉及的项目承揽、承做和承销三个核心领域，
涵盖项目承揽服务差异化、项目承做服务差异化和项目承销服务差异化3 个
具体目标，并搭建“项目承揽平台”、“项目承做平台”和“项目承销平台”3 个金
融科技平台。
通过上述方案的实施，G 证券公司投资银行将在现有投资银行项目经验
和客户积累的基础上，进行系统化、智能化、电子化的客户筛选和分析，提
供全链条的投资银行服务并开展高效的资金对接，实现通过金融科技创新带
来新的业务增量、项目承做效率的提升、将项目承销由零售模式转变为批发
模式的最终目标，并最终形成 G 证券公司投资银行业务特有的差异化竞争优
势。
关键词：证券公司；投资银行；金融科技；竞争策略；差异化策略
- I -哈尔滨工业大学工商管理硕士学位论文
Abstract
With the 30th anniversary development of China;s capital market, the
market competition of securities companies; investment banking business has
become increasingly fierce. How to optimize the competitive strategy of
investment banking business and enhance the comprehensive competitiveness of
investment banking business has become an increasingly urgent problem for
securities companies in China.
By combing various internal and external environmental factors faced by
China;s investment banking business market and domestic and foreign
competition strategy research theory, the paper uses SWOT analysis method to
conduct multi-level and multi-dimensional analysis on the macro industry
environment, internal resource endowment, advantages, disadvantages,
opportunities, threats and other aspects faced by G securities company;s
investment banking business. Based on the above analysis, the paper summarizes
and expounds the competitive strategy selection of G Securities Company;s
investment banking business, and draws the conclusion that G Securities
Company;s investment banking business should adopt differentiated competitive
strategy.
The investment bank of securities company G adopts the differentiation
strategy. It should set the strategic objectives and formulate the strategy
implementation plan according to the business process of the investment bank,
make efforts in the direction of service differentiation strategy, and apply
financial technology to the three core areas of project contracting, contracting
and underwriting involved in the investment banking business, covering the three
specific objectives of project contracting service differentiation, project
contracting service differentiation and project underwriting service
differentiation, Three financial technology platforms, namely "project
contracting platform", "project undertaking platform" and "project underwriting
platform", have been established.
Through the implementation of the above scheme, G Securities Company;s
investment bank will, on the basis of existing investment banking project
- II -