The Research On Lending Business Development Strategy Of Branch C Bank D

In recent years, facing the increasingly fierce competition in the banking industry, Branch D of Bank C still achieves excellent operation accomplishment, and accumulates strategic market and human resources for the follow-up company development and growth. In the face of the China economic development uncertainties, the gradual tightening of monetary policy and an increasingly competitive banking industry, how to play strengths and compensate for disadvantage to seize opportunities in the external environment and to circumvent the threat has already become development strategy problem for Branch D senior manager, and also put forward realistic demand for the lending business development strategy.Based on the opportunities and weaknesses in company external environment and strengths and threats in company internal environment, this research constructs a SWOT strategic analysis matrix and concludes that the consolidation of large and medium corporate lending business, the development of the SME lending business, to strengthen the personal lending business and the focus on lending product development constitute the strategic direction of lending business development for Branch D of Bank C. In ten years later, Branch D of Bank C will become the preferred bank with higher starting point, distinctive features, strong competitive power and conform with international world and the leading bank operating agency in City D and surrounding areas. In the above process, the lending business of Branch D of Bank C has five feasible development strategies that are market penetration, market development, product development and new product-market development followed by the strategic maintenance phase (2013-2015) with the market penetration to the lending business of large corporate clients and high-end individual customers, the strategic transformation stage (2016-2018) with the market development of the lending business of SME customers and low-end personal customers, and the strategy deepening stage (2019-2022) to achieve existing market-product development strategy, and even explore new product-market. In the strategy implementation Branch D of Bank C will promote the implementation of the strategy through the organization-building, human resource motivation, knowledge management and risk management, and strictly execute strategic control.