The Analysis of Differentiation Strategy for Share Brokers
| Autor: | Ching-Fang Chen, 陳靜芳 |
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| Rok vydání: | 2015 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 103 The Taiwanese securities market has developed for years, however, the changes in external environment and customers’ investment patterns make it more and more difficult for domestic securities firms to operate after experiencing many times of financial and stock crises in these years. The competition among domestic securities firms is quite fierce. Owing to the relevant laws and regulations of Financial Supervisory Commission (FSC) and standardization of financial products, there are no significant differences among the domestic securities firms, so they are easy to be replaced by one another. When the market trading volume shrinks, all securities firms will find ways to grab market share by reducing their commission rate and attract customers by giving away gifts. Under the vicious cycle, the domestic securities market has become a Red Sea market. Moreover, the acquisitions and mergers of securities firms, establishment of financial holding companies, and the joining of banks, insurance companies and foreign securities firms in the market make the competition more vigorous. The study adopted the in-depth interview as the research method and made analyses on the current situation of the securities industry in Taiwan through SWOT analysis, gap analysis and co-opetition strategy. Taking MasterLink Securities Corp. as the main object of case study, the researcher intends to find out the core strategies of the securities firms for expanding into the Blue Sea market, gaining steady profits, and seeking for sustainable operation through this study. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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