The Research On Application Of Bench-marketing In China's Commercial Bank

Since China's accession to the WTO, along with the gradual opening of the financial sector, China's banking industry has been gradually come into a comprehensive competition stage. Facing so many competitors, it is a must for our commercial banks who want to improve their own competitiveness in the fierce competition, to strengthen internal management, make clear strategic orientation, innovate development model and search for new business growth. As a business management approach of virtuous cycle, bench marketing management is designed to draw on and learn the advanced experience of others, to improve their inadequate, thereby enhance competitiveness and catch up or exceed the benchmark .It is the best choice of our commercial bank in current competitive situation.This paper introduced management theory and methods of benchmarking, established a benchmarking model, and analyzed the necessity and current status of benchmarking implementation for China's commercial banks; and then, studied the benchmarking case of Bank A, designed the technological process of implementation, formed several stages of benchmarking in Bank A; identified the gap between Banks and their root causes, and formed the improvement program of Bank A , through the analysis of measuring result. In this process, we established a feasible model for the implement of benchmarking in commercial Bank, designed the index measurement system of Bank A, and established the competitive index measurement system for personal business department of commercial Banks. At last the article discussed the inspiration to the implementation of benchmarking in commercial banks through the case of Bank A, raised my view on the breakthrough in implementation of benchmarking, mainly on the establishment of a learning organization, strategic competition, the value of the three aspects of innovation of China's commercial banks.