Research Of Huaxia Bank Qingdao Branch's Competitive Strategy

China's banking competition structure is faced with substantial changes. Its main characteristic is a multiple competitive situation has been formed, closed-end domestic banking competition is now changing to a more comprehensive competition among domestic and foreign Banks, and puts forward lots of new tasks which need explanation and solution.However, the background of the classical theory of bank competition is developed market economy and enterprise competition under the environment of relative fully competitive, and take the market leader as research object. And, it focuses on a bank's competition strategy, but can not explain complicated phenomenon, even to guide correctly to formulate correct competition strategy.Based on the inheritance and development of competition theory, the paper puts forward new concept which different from the traditional competition, bank, the bank competitiveness is defined as the power that reflected in the process of competition when different bank object focus on same subject, the specific performance is to meet customer's requirements and the ability of providing customer value. Competition resources mainly refers to the target customers that brings value to bank, the ability refers to the attraction to customers, it makes the customers to choose themselves to provide banking products and services, it is an ability that the bank meets target customer's requirement of banking business in limited situation. The view of the paper is every bank has competition ability, competitive difference can provide the customer value and performance. The result is the process that the banks realize the maximum value of related interest by providing the customer value.In order to make it accord with economics in depth, the paper tries to use standard "utility", "value" and "cost", "transaction costs" and "game" of the most basic economics concepts to explain the competitiveness difference of different bank, and give bank competitiveness a standardized economic interpretation, makes it become the very effective analysis tool.This paper also tries to put forward a simple model of competitions evaluation which is different from others. The view is any bank has competitiveness, competitive difference can provide the customer value and performance. It is difficult to quantify effect utility and cost of customer value. Therefore, it hardly directs evaluation of competitive indicator model. Banking competitions and operations are different concepts, can not evaluate by this. It can only compare from the final results. Evaluation of the main basis bank competition include: marginal market share, used to reflect the change trend of competitiveness, competitiveness in subdivide competition field, used to reflect the subdivision of the competitiveness of local competitiveness, Percentage of target customers deal, it reflects the level of bank in target customer's view. Competitive difference is the customer value that bank provide to customers, and can be divided into basic competence and lasting competitive. Basic competence is decided by customer value, lasting competitive means the remain, sustainable and dynamic competitiveness. There are two ways to promote the competitiveness: one is to improve the supply of total utility, the other one is to reduce total customer cost. Based on above mentioned, the paper raised the basic strategy of promoting competitiveness of Huaxia Bank, Qingdao Branch: market orientation strategy, product strategy, service strategy, risk management strategy and human resources strategy and structure development strategy.