A Case Analysis Of The Competitiveness Of Guangdong Development Bank Zhengzhou Branch

With the deeply development of the reform of financial system, especially the end of the transition period of opening of the banking sector, Chinese banking faces many opportunities and challenges, which originate from the change of the conditions Chinese banking survives. With the more and more profound reform of the national banks and the faster pace of the foreign banks, competitions in the domestic commercial banks are more and more fierce. Chinese commercial banks'management pattern will change, which used to unilateral pursue scale to extend and to take savings and loan business. Greater suspicion and disputer appear about Chinese commercial banks'competitiveness and the sustainability of their development against the foreign banks. In this big background, it has a far-reaching meaning to research for the status and improvement of their competitiveness.On the foundation of a comprehensive discussion about commercial bank competitive power theory, this article objectively appraises the competition structures, factors and appraisal systems for the joint-stock commercial banks, using the method of SWOT. Also, taking Guangdong Development Bank Zhengzhou Branch as an example, it analyzes the bank's comprehensive competition ability from the point of liquidation, profitability, market share and development ability.According to the advantages and disadvantages of Guangdong Development Bank Zhengzhou Branch, this article takes some concrete steps to improve the comprehensive competitiveness of it. First, the bank should cultivate enterprise culture, establish inner controlling system and the only operation philosophy, mold good bank image and brands; Secondly, the bank should keep its leading status by core product and service. The bank should introduce the advanced experience in personal business to promote the development of the related business; Third, the bank should build up and improve inner-controlled management mechanism, improve its risk management ability, deal with the relation between cost and income, risk and performance. Fourth, the bank should improve the financial creative ability, quicken innovation steps on administration management, technology and service. The fifth, should develop human resources by setting up effective achievements appraisal and drive system to introduce the talented. In order to improve the bank's comprehensive competition, form an accepted development goal and value view and construct community centripetal force, Guangdong Development Bank Zhengzhou Branch should not only integrate the development of the bank with that of its workers, but also increase the value of its human being by continuing training program.