Quanzhou Branch Of China Citic Bank Foreign Exchange Business Development Strategy

In the Post-Financial crisis era, impacted by the US printing money boost economy and the European sovereign debt crisis, the Import & Export trade of Quanzhou City has been struck to a certain extent. Consequently, foreign exchange businesses of commercial banks in Quanzhou, which intricately interrelated with the Import & Export trade, have been confronted with bigger challenges. But, as the world economy is entering a "turning stage" towards recovery, opportunities are conceived in challenges. For winning competitive advantages in the gradually recovering foreign exchange businesses market, both the big state-owned banks and the small and medium-sized joint-stocks banks in Quanzhou City have focused their eyes on the development of the foreign exchange businesses, and adjusted the new round development strategies.According to the present situation of the foreign exchange businesses development of CNCB'Quanzhou Branch, this article systematically analyzes both the external environment, like the macro environment and industrial environment, and the internal environment, such as the organizational structure and product structure, by using the analysis tools, such as PEST analysis model, Poter's five competitiveness model so on. And, the article also discusses the eternal opportunities and challenges which the foreign exchange businesses of CNCB'Quanzhou Branch is faced with, and well targeted finds out its advantages and disadvantages. Furthermore, the paper finally selects the differentiation strategy after analyzing the development strategies of CNCB'Quanzhou Branch's foreign exchange businesses based on the SWOT analysis, and formulates the five strategies which include the strategy of product differentiation, the strategy of service differentiation, the strategy of brand image differentiation, the strategy of customers differentiation and the strategy of pricing differentiation. Finally, the article also puts forward the implementation countermeasures and specific measures for the foreign exchange businesses of CNCB'Quanzhou Branch, which will supply references to the further expansion of the foreign exchange businesses of CNCB'Quanzhou Branch.The article uses the method of theoretical and experimental analysis, and applies the strategic management theory to a specific business area of city branch of commercial banks. The article researches the operable development strategy which is in line with the strength of bank and meets the local economic reality in the post-crisis period. This article will further enrich the researches of the foreign exchange business development strategies of city branch of commercial banks and will offer some useful references to the basic branches of other joint-stock banks in foreign exchange business development.