China Minsheng Bank, Hengyang Branch Development Strategy

Foreign banks and other financial companies have to stay in China since 2006, China's banking industry is fiercely competitive. In such a fierce competition,the strategic awareness, service, brand awareness of China's commercial banks have gradually strengthened, and they have pay great importance to the development strategy. China Minsheng Bank has made great progress after ten years of development, however,, China Minsheng Bank encountered many serious challenges in recent years, such as savings and loan "ceiling", high cost of capital and so on, which made it has to transform its strategy into developing retail banking and small micro-enterprise business.Significance of this research is to explore the scientific development strategy for the development needs of the Hengyang Branch of China Minsheng Bank, and seeks to propose a systematic and practical strategies to implement programs, which can achieve the purpose of competitiveness enhancement for Hengyang Branch of China Minsheng Banking,and the aim is to win the competition in the future initiative.This research not only gets help with a lot of strategic management theory, but also integrates the empirical analysis of Hengyang Branch of China Minsheng Bank. We hppe this research can give some reference on strategy formulation and implementation of the decisions for chinese joint-stock banks, especially Hengyang Branch of China Minsheng Bank.This paper analyzes the domestic and foreign research on development strategy of commercial banks, explained the basic content and technical routes of the development strategy of Hengyang Branch of China Minsheng Bank. Then it introduces the theory of strategic management, enterprise resource theory, theory of competitive heterogeneity and other research results,which is theoretical basis for the follow-up study on development strategy of Hengyang Branch of China Minsheng Bank. After that the article analyzes the external environment of Hengyang Branch of China Minsheng Bank from four angles,as the macro-environment (PEST), industry conditions, demand environment and the competitive environment, and the internal environment from the perspective of resources and capabilities.The paper makes a detailed analysis of its internal and external environment through SWOT analysis,and put forward guidelines and principles of development strategy for Hengyang Branch of China Minsheng Bank.Finally, the article proposed the development of a focused market strategy implementation, business growth plate development strategy implementation, the implementation of retail business strategy and network strategy implementation.