| Summary: | 碩士 === 國立中興大學 === 高階經理人碩士在職專班 === 103 === In recent years, the stock market was influenced substantially by global economic climate, coupled with the downturn in the stock market and investor conservative attitude. Because the market trading volume shrinks rapidly and broker performance decline continously, the market’s occasion become worse and worse. Under the competitive pressure, pure brokerage fee revenues have no abnormal profit at all, and the market has long been deviation from the traditional business model. Taiwan''s securities business has turned into a critical transition period, the business scope also needs to be repositioned.
In this study, we develop strategies to seek the "Blue Sea" from the current situation of saturation "Red Sea" in the market. We also try to find the opportunity for the securities industry to develop a new business model or expand overseas operation areas. We attempt to develop the distinguishing financial services, transform and upgrade the patterns of security dealers, and adjust the Taiwan’s security firms’ competitive strategy and create a new opportunity for future development.
We select the biggest security firm- Y broker in Taiwan as research subject. Focusing on competitive policy under the current opening up policy, we use the results of the discovery to help the Y-broker to set up its strategy and direction in the securities'' business.
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