A Study On The Development Strategy Of S City Commercial Bank

With the promotion of China reform in banking system deeply, the external environment of the China banking industry is varying roughly, and the competition of the domestic banking industry is becoming fiercer. Meanwhile, for those foreign banks, joining the competition is only a matter of time. S City Commercial Bank has grown into a joint-stock company. Compared to other commercial banks, the core business competition is not good, which restrict the company to developing further. Therefore, in front of the changing exterior environment and the intense international domestic competition, how to establish competitive strategy, how to make full use of the external opportunity, how to take advantage of resources and how to promote its competition are the problems that the S City Commercial Bank must resolve and also they are the main purpose that this paper researches for.So, this paper analyses the history, achievement and exposed question of S City Commercial Bank. Furthermore, the paper analyzes synthetically SWOT through many aspects, including external competition situation and internal resources. Finally, the overall external chance is greater than threatening, the inside inferior position is greater than the advantage, that is the conclusion. At the same time, S City Commercial Bank should carry on accurate market orientation, namely "serve local economy, serve small and medium-sized enterprises, serve urban citizen" , become qualified "local bank" , "citizen bank" . On the basis of above-mentioned research, confirming the first strategy is diversity. This paper will explain Market positioning, Marketing, Service conformity, Development and innovation, Strategic alliance, during the process of strategic application. In order to ensure the smooth implementation of above-mentioned strategy, make the corresponding guarantee measure, such as optimizing equities structure, strengthening risk management, improving quality of assets, improving the execution, strengthening informatization construction, strengthening Human Resource management, boosting the corporation culture.