广发证券股份有限公司竞争力研究.pdf

摘 要 近几年我国经济快速发展，在经历了金融市场的低谷期之后，2019 年迎来了新 一轮的小牛市行情。随着资本市场快速发展，证券公司各项业绩也出现大幅度提升。 但是当前金融市场竞争激烈，同质化严重，各大券商的主营业务利润率呈现出了下 降趋势。 广发证券在国内证券行业中一直处在较为领先的位置，在中国证券业协会的排 名也比较靠前，但是这一排名是根据某一相对单一的指标进行比较的，在一定程度 上缺少综合性和普遍性。现如今证券公司收购兼并情况频发，要想在激烈的市场竞 争中找到自己的立足之地，就必须进一步认识和分析自身竞争力，发现自身的优势 和劣势，积极提高自身竞争力。本文首先对广发证券在金融市场中所处的环境作简 要分析，选取了证券公司的企业规模、风险管理、主营业务经营、创新能力等指标 建立了竞争力评价体系，在该体系的基础上运用主成分分析法对广发证券的竞争力 进行了分析比较，又评估了与广发证券在行业内有一定可比性的 20 家证券公司，分 析广发证券在其中的的排名情况，以此分析广发证券的竞争力。根据分析结论，提 出了扩大公司规模，完善人才制度，完善经纪人奖励机制，提高创新能力，拓展海 外市场等对策建议，帮助提升广发证券竞争力。 关键词 广发证券；评价指标体系；竞争力；提升策略： I Abstract In recent years,the economy of China has been developed rapidly. After the worst of the financial markets,the bull market comes in 2019.The capital market develops rapidly,and the performance of securities companies also improved significantly. As the highly competition of current financial market,the profit margin of main business shows a downward trend. GF securities company ranked high in both the securities industry and the SAC of China.But the ranking is based on a relatively single metric.Maybe it lacks of comprehensiveness and universality.Nowadays,securities companies are frequently involved in mergers and acquisitions.If we want to find our own foothold in the fierce market competition,we must further understand and analyze our own competitiveness,Identify our strengths and weaknesses, and then improve our competitiveness.This paper makes a brief analysis of the environment of GF securities in the financial market firstly.And then established a competitive evaluation system which is based on the indexes of enterprise scal