Research On Differentiation Competition Strategy Of China Everbright Bank

If the market are completely competitive, the banking industry is one with high substitution. Because all kinds of institutions, both financial and non-financial, can enter into and replace each other easily, the competitions in this industry are very fierce. So it is very necessary to study how the commercial banks can improve their competition capability and get a competition advantage. By now, Chinese banking industry have no enterprise competition strategic theories, let alone characteristic competition strategic plans for core competition capability of solo enterprise based on the foresaid theories so that Chinese banking industry have been wandering in the indifferentiation competition for a long term. It is of great value to study how the commercial banks can establish a whole plan of making and carrying out specific and practical differentiation competitive strategy.This article starts from Micheal Porter's competitive strategy theory, then comes to the stratrgic choice of China Everbright Bank (CEB), analysising and studying of it using the methods of environment analysis, competitive force model with the means of comparison analysis, model analysis, and combination of theory study and case study.As to the concrete content, this article is composed by six sections: the first section is preface which containing the base of topic selection, the status of current study, main content and studying methods of this article. The second section is theory summaries, giving brief introduction of Micheal Porter' s competitive strategy theory and differentiation strategy theory, indicating that CEB must overcome the indifferentiation tendency, build up differentiation competition strategy and improve core competition capability to get a comparative competitive advantage. The third section emphsis is stating the economic and financial environment and industrial environment of CEB, and showing CEB's advantages and disadvantages in market competition. The fourth section looks back the historical course of CEB's competition strategy and gives some comments of its effect. It's regarded that CEB's competition strategy could be refreshed as situation changed, showing its flexibility and adaptability. Since there are limitations of once adopted scale economic...