Sh Bank Chengdu Branch Credit Business Strategy Analysis

Strategic Management has become a key sector in the development of modern enterprise. Since the establishment of Bank of Shanghai in 1995, it has put great emphasis on the management of strategy. It has set up consummate strategy management system in a short span of time and is making aggressive development. In 2008, Bank of Shanghai founded its branch in Chengdu. This is one of its strategic steps in the transformation from a regional bank to a nationwide one and the advance of its overall competitiveness.Under its overall frame of development, this dissertation will deeply explore the strategy of credit of Chengdu Branch by the application of updated theory on strategy management. The purposes of this study are the following:Firstly, it comes up with the strategy of the credit of Chengdu Branch, satisfying the need for the credit and overall development. Secondly, it solves the connection between the overall strategy of bank of Shanghai and the credit strategy of Chengdu Branch. Thirdly, It explores the general theories on the similarities, differences and coordination between the enterprise overall strategy and the strategy of its branches.The basic technique line of this study is:set on the basic points of the strategy of credit of Chengdu Branch within the frame of strategy management of Bank of Shanghai, and analyze the credit strategy of Chengdu Branch with SWOT analysisBesides the preface, this dissertation consists of five parts.Chapter One:strategy management of Bank of Shanghai. First of all, it summarizes the development of strategy management, then, with the retrospect of the process of the foundation of overall strategic management system of the Bank of Shanghai, It introduces the general situation of this system. Lastly, it discusses the position of credit strategy in the commercial bank and the connection of the strategy of the branch with its head quarterChapter Two:the basic points of the credit strategy in Chengdu Branch. this chapter discusses three aspects of this issue. Firstly, the strategic mission and overall development of Chengdu Branch. Secondly, the structure of Chengdu Branch and the Head quarter. Thirdly, the regulation and procedure of the credit service of Bank of Shanghai and the achievement and deficiency of the current credit service in this branch.Chapter Three:the analysis on the internal and external factors in the credit service of Chengdu Branch. Firstly, by the application of PESTG, It analyses the environment of Chengdu City and Sichuan Province from the respects of economic,social culture and internationalization. Secondly, it goes into the potential development of commercial banks and there credit services, and at the same time it analyses the credit business competition faced by Chengdu branch under the model of Five Competitive Forces. Thirdly, it explores the credit resources owned by Chengdu Branch itself.Chapter Four:the constitution of the credit strategy of Chengdu Branch. The subject for this chapter is to match the environment with resources by SWOT, and to decide on the credit strategy of Chengdu Branch to its mission and the purpose of enhencenning cometibility, and to formulate the supporting policy under the requirement of credit development.Chapter Five:the implementation and regulation of credit strategy of Chengdu Branch. This chapter mainly discuses how Chengdu Branch carries out the credit strategy with the support of its head quarter and explores the evaluation and regulation on the credit strategy from the aspects of scope, risk and profit.There are errors and omissions in the text due to my limited knowledge, any comment you care to make would be highly appreciated.