| By describing the fact that Si Chuan Branch of J Bank sets up D Branch on the construction site of P power station being built by DDH and analyzing the programming of financial services offered by D Branch, this thesis points out that commercial banks of China are gradually attaching importance to strategic management and the innovation of financial services.Consequently, the inevitable results are providing superior quality customers with integrated services and meeting the financial needs of customers all around. It puts forward that commercial banks have many tasks to do in the aspects of market positioning, marketing priority, and increasing the level of operating management as well as the comprehensive ability of competition.By reviewing the process of marketing in which Si Chuan Branch of J Bank aimed at DDH and Project P, this thesis points out that setting up D branch on the construction site of Project P is an important link through which the bank provides the superior quality customers with all-round financial services. And by introducing the general principles that financial supervision departments and commercial banks use to establish and adjust their institutions, the paper believes that it is necessary for commercial banks to set up special institutions to offer financial services for large hydroelectric constructions.This thesis analyzes the financial program that Si Chuan Branch of J Bank carried out for Project P on the site of construction, and gives a study on the following aspects of D branch: its organizational form, management mode, market positioning, short- and long-term operating objectives, scope of business and functional design of financial services. It argues that it is an important practice for Si Chuan Branch of J Bank to set up D branch to implement the integrated strategy of development and marketing, and it embodies J Bank's innovations in financial services, management, and management of customer relationship. The paper illustrates the theories and general modes of strategic management in commercial banks of China. It introduces the developmentstrategy of J Bank in the period of " Tenth Five-Year Plan", the specific requirements to implement the whole development strategy and Si Chuan Branch's "marketing strategy of supporting electric business in particular", then comes to a conclusion that setting up D branch is an important measure for Si Chuan Branch to carry out the integrated development strategy and marketing strategy made by the head office. Meanwhile, the paper describes the basic principles and effective ways commercial banks of China adopted to innovate financial services, the basic understanding of how commercial banks manage the customer relationship and J Bank's basic thought of innovating financial services. The paper also gives an introduction to some specific measures that Si Chuan Branch takes in ensuring organization, service system and back-desk service security to improve the financial services for superior quality customers. It points out that setting up a branch embodies that J Bank carries out innovations in financial services, management and management of customer relationship.This paper also expounds on some specific problems occurred in the funding and building D branch, e.g. the analysis of input and output, choosing the management mode, the contradiction between trans-regional operating and financial supervision, fund settlement, and cash flow. Some solutions and suggestions are offered in the paper, too. The main contribution of this thesis lies in: it points out that, with the improvement of socialist market system, the accelerating reform of financial system, the further perfection of financial environment and the fierce competition commercial banks encountered, commercial banks of China have already attached importance to strategic management and innovation of financial services, and have made certain achievements. Now commercial banks don't set up institutions by administrative regions as they did in the past, but by the requi... |
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