| Summary: | 碩士 === 淡江大學 === 國際企業學系碩士在職專班 === 101 === The study aims to discuss the situations in recent years when security industry is in face of Europe’s debt crisis and under the influences of disputes on domestic imposition on capital gains tax and National Health Insurance supplement premium, investors lose their confidences in stock market and therefore pull their cash out of stock market, triggering the slumps in volume of trade in brokerage market and to discuss how financial holding securities firm use their existing strengths with management competition strategy to expand brokerage business through effectively promoting the marketing business strategy of cross-selling business in competitive brokerage markets.
By targeting a specific financial holding securities firm in the case study, the study is founded on the management strategy of the securities firm in the case study with cross-selling business as its competitive strategy in marketing business to fully expand brokerage business. Based on the strategic management framework proposed by Dr. Lin and Pao (2004), the important relevant factors to enterprise competitive strategy formulation are summarized as references to security industry. This study utilizes case-study method, both of foreign and domestic relevant literature research and collection of primary data and secondary data. The key findings are summarized below:
1. Under the mission statement of the enterprise, combining the analysis and evaluation in inner environment, external industrial environment and overall environment to summarize the important considerations in competitive strategy formulation of H securities company: “bank support, brokerage expansion” in respect to inner environment, “having a large number of high quality clients” in respect to external industrial environment and “open policy, derive demand” in respect to overall environment. Combining foregoing three most important factors, the competitive strategy of the securities firm in the case study is formulated as “full expansion in brokerage business” to meet the requirements of the mission statement.
2. Based on the missions statement of H securities firm in the case study – “becomes number one financial holding securities firm in brokerage business market share”, evaluate its internal environment, external industrial environment and overall environment to name the best strategy for this securities firm to achieve “full expansion in brokerage business” to be promoting cross-selling business as its marketing business strategy.
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