Guangdong Development Bank Xinhui Sub-Branch——Development In Competition

In a short period of six years,Guangdong Development Bank Xinhui Sub-Branch has established its own business characteristics and position among the banks in Xinhui. This thesis tells the historical background for setting up Guangdong Development Bank Xinhui Sub-Branch. By describing the competition among the banks in Xinhui and the development of Guangdong Development Bank Xinhui Sub-Branch during such competition, the author shows the tremendous pressure which Guangdong Development Bank Xinhui Sub-Branch is facing. With the deepening of the reforms on the financial system of our country, state-owned banks are going to be changed to commercial banks to go to the competition which is becoming harder and harder as more and more new commercial banks are joining in. In the analysis part of this thesis, by implementing the relevant principles of strategic management theories, marketing theories, competition theories, and service marketing theories, the author has had description of the competition strategy of Guangdong Development Bank Xinhui Sub-Branch. By SWOT analysis of Guandong Development Bank Xinhui Sub-Branch, the author is trying to find out the problems in the competition and give out competition tactics of resolving such problems. The case in this thesis has guiding function to the future development of Guangdong Development Bank Xinhui Sub-Branch, it is helpful reference for state-owned banks changing to commercial banks, and it is also useful material for MBA courses.