Study On The Competition Strategy Of Dezhou Construction Bank

In recent years, along with the economy and financial globalization, commercial bank’s survival and development environments are changing profound:market competition is gradually increasing, financial supervision is increasingly normative, the trend of interest rate marketization is evident, and the negative effects of homogenization, extensive management of commercial banks continue to appear, all of these make the banking industry faces unprecedented challenge. In this context, the importance of "strategy" in market competition is becoming more and more prominent. Commercial banks need use competition strategy to guide the direction of development and to establish competitive advantages. Therefore, strengthening the competition strategy research, establishing and implementing market competition strategy that conforming to the external and internal environments, is a commercial bank must face and solve urgently important subject. And the order of this competition strategy is to adapt to environmental changes and enhance competition abilities of commercial banks.This paper adopts a method of comprehensive analysis and case evidence combination. It takes Dezhou Construction Bank as the research object, draws lessons from domestic and international competition strategy theory and research achievements, analyses and researches external environment, competition situation and internal resources, internal ability of Dezhou Construction Bank. Through the study found that, in the current situation, the implementation of differentiation competition strategy is very beneficial to Dezhou Construction Bank. It can help Dezhou Construction Bank play the internal advantages, grasp the external opportunities, enhance competition abilities, promote the comprehensive development. And the same time, Dezhou Construction Bank already has the abilities that implementing the differentiated strategy. On this basis, combining business ecological system construction, the differentiation competitive strategy is elaborated in this article from product differentiation, service differentiation, pricing policy differentiation and image differentiation. At the same time, the safeguard measures are also made from the height of mechanism construction.I hope this paper can play an active role on improving Dezhou construction bank market competition abilities, and can provide beneficial reference for making development strategy and decisions.