Strategy Management Research On The Foreign Exchange Business Of Cmbc Zhengzhou

In recent years, with the sustained and rapid development of China's economy, China's economy is increasingly integrated into the worldwide economy development. The continuous influx of foreign banks and the serious competition among Chinese banks bring up the challenge for foreign exchange business of commercial banks. This thesis focuses on the foreign exchange business development of CMBC Zhengzhou branch. As a newly established branch in 2008, at the beginning,they have realized the importance to make a good development planning.A combination of theory and practice of writing methods is used in this thesis, firstly, the thesis introduces the strategic management theroy and the status of strategic management development in commercial banks, then the thesis introduces the importance of foreign exchange business development of commercial banks. Based on the development status of CMBC Zhengzhou branch and with the PEST method and Michael Porter's competitive theory ,the thesis makes a deep analysis on the external environment of this bank through three aspects:macro environment, industry and competitive environment. Then using the method of value chain,the thesis makes an analysis on the internal environment through several aspects,such as products,sales and human resources . From the external environment, the bank faces the favorable opportunities such as SME development, national policies to encourage exports, meantime, this bank also faces some threats,such as: uncertain international economic situation, industry competition. From the internal environment, the bank has advantages on products, approval and so on but has disadvantages on pricing, market awareness, network layout.Through SWOT analysis, the thesis draws a conclusion that this bank should seize opportunities to meet challenges.Based on SWOT analysis, the thesis puts forward the basic foreign exchange business development goal and the specific implementation plans for this bank: by exploring the differentiated products as the basis for development; by creating a business brand, strengthening of collecting information , using multiple methods of marketing ideas to fully explore the market; by improving the assessment of incentives mechanism, building the rigorous risk management, speeding up the construction of technology as protection.