Analysis Of The External Value Chain Effect Of Commercial Banks Based On Game Theory

With the commercialization of China's financial industry reform, China's commercial banks are facing the constant tests under the new situation and challenges in the future development, for exampleforeign banks to compete equally after accession to the WTO, burst of the U.S. subprime mortgage crisis, and mixed pattern of internal shape in domestic financial system, all of which cause China's commercial banks exposure to the external competitive environment becoming increasingly complex, In order to effectively deal with many negative factors in the external environment, study on development of the commercial banks, is gradually shifted to promoting strategic cooperation between commercial banks, and consequently, way through the strategic cooperation to enhance the core competitiveness to become scientific development of ideas for commercial banks to confront the challenges, overcome difficulties.In this paper, commercial banks, as the research subject to commercial banks, the external value chain of the main line, through commercial banks and their external value chain in all strategic stakeholders, competition and cooperation, thesis research content and innovation are that:①This paper using the main content of competitive advantage theory analyses the main external environmental factors of the competitiveness of commercial banks, specifically the external business environment of China's commercial banks located.②This paper is based on the value chain theory, to analyze operating situation, the relationship between commercial banks and their customers, and the development trend of the external value chain of commercial banks.③Game theory is applied to study of the external value chain effect of commercial banks, firstly to analyze the external value chain of the synergies, next to research synergies in the business of banking operations, and lastly to build two Game theory model respectively in vertical and horizontal value chain value chain to study on "chain effects" and "cluster effects" in the external value chain commercial banks.④Based on the above analysis, optimization of commercial banks raised the external value chain rationalization proposals:Commercial banks in the vertical value chain, are suggested to enhance customer relationship management, Implement discrimination strategy and customer satisfaction strategy, In order to obtain competitive advantage, and consolidate the stability of the basic customer base, and at the same time, strengthen risk management, to ensure value movement of smooth orderly in the vertical value chain; and commercial banks in the horizontal value chain, should change their concepts about competition, to establish awareness of cooperation, clarify their positions in the same industry, and determine areas of cooperation, strategic partner selection and segmentation, through various means, such as technical progress.