| "Enterprise pension trial regulation" and"enterprise pension fund management trial regulation" effective on May 1st, 2004 not only established Chinese enterprise pension trust system and provided a foundation for standard and fast growing of Chinese enterprise pension, but also started a mixed competition across profession in enterprise pension market. It is a very practical topic for commercial bank to study how to take the opportunity and face the challenge in such a competitive market. In this paper, the deep discussion about the external and internal strategic condition and the development strategies of commercial bank's enterprise pension business was made based on the relative study of Chinese enterprise pension development, from the unique angel of commercial bank.First, the basic concepts, characteristic and category of enterprise pension were introduced based on the fundamental theoretical analysis of enterprise pension in this paper. The basic theory of enterprise pension was analyzed in three levels in order to strengthen the understanding of the essential characteristic of enterprise pension. Secondly, Based on the theory foundation, the content of the standard enterprise pension operation model was discussed. Current situation in Chinese enterprise pension system and practice was analyzed, especially the important influence on commercial banks by the development of enterprise pension. The conclusion is that commercial banks must develop enterprise pension business actively. Then, the competitive ability of the entire major competitors against commercial bank in the enterprise pension market was analyzed one by one. The internal strengths and weakness and external opportunities and threats while commercial banks developing enterprise pension business were analyzed particularly by using SWOT analysis method. At last, the three level development strategies of commercial bank's enterprise pension business were proposed by using strategic management theory. These three level strategies are the corporate level strategies, the business level strategies and the operational level strategies. On the corporate level strategies, financial holding group model could be used to provide comprehensive enterprise pension service. On the business level strategies, the competitive strategies of differentiation and focus and the cooperative strategies used in the development of mixed management could be applied. On the operational level strategies, seven marketing development methods were proposed. They are fulfilling the construction of enterprise pension marketing channel, strengthening overall marketing and linkage marketing; differentiating customers and markets using multi-level marketing skill; strengthening advertisement of enterprise pension knowledge, developing potential customers of enterprise pension and etc. |
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