Zhejiang Branch Of Agricultural Bank Of China Competitive Strength Building Research

Merging internal resource with external market is the key problem for commercial bank to upgrade its competitive strength, so as to obtain competitive advantages and sustainable development. Facing a much more complex banking environment and fierce market competition,each bank has been focusing on seeking and upgrading its distinct competitive strength. A bank could only survive in the fierce market through continuously adjusting and upgrading its own competitive strength.Taking Zhejiang branch of Agricultural Bank of China(Zhejiang ABC) for example, this paper introduces the general competitive strength theory, and then put forward a conclusion of Zhejiang ABC’s competitive position with4advantages and4disadvantages by analysing last5years’ deposit, loan, intermediary service and effectiveness of operation data of ICBC,BOC,CBC in Zhejiang area. Based on the conclusion, this paper analyses9deficiency of Zhejiang ABC:①indistinct position and target on strategy,②unreasonable customer architecture.③lacking of mass products innovation.④insufficient use of marketing channel and personnel.⑤"department bank" phenomenon exists in work flow.⑥knowledge management is more than risk management.⑦evaluation mechanisms need more precision.⑧team building should put more effort into bring younger cadres to the leading posts and diversity of promotion.⑨Core values need promotion in corporate culture.Based on the analysis, this paper proposes10recommendations covering strategic management,customer architecture,products innovation,channel integration,process reengineering,mechanism reform,technological innovation,team foundation and cultural construction.This paper also suggests that upgrading competitive strength is a long-term and integrated programme, which is to be full-filled and consummated with the development of environment.So the10recommendations in this paper are put forward for Zhejiang ABC as a staged reference.