Research On The Competitive Strategy Of PSBC Jinan Branch

In1986, the postal department reopened savings business. With twenty years of development, Postal Savings Bank of China, known as "Green Bank", provides financial service for urban and rural inhabitants which helps to get a high reputation among customers. Postal Savings Bank of China was formally established in March6,2007. Since the establishment of the Postal Savings Bank of China, its administrators have been focusing on an important issue:how to accelerate the transition to a large commercial bank in order to promote the development of economy. On January21,2012, Postal Savings Bank of China transformed to Stock Limited Corporation with the approval of the State Council.Since the end of2006, China has fully opened the RMB business to foreign banks. With the entry of foreign banks, China’s banking sector is facing increasingly fierce competition, at the same time, it gains more opportunity to improve the operation and management system from the external forces. Whereas compared with large domestic and foreign commercial banks, Postal Savings Bank of China has some shortcomings in aspects of the organizational structure, marketing, innovation of product, service diversification of channels, networking and customer relationship management. Therefore, Postal Savings Bank of China should focus on taking advantage of its resources with the purpose of dealing with the challenges of domestic and foreign banks.With the help of strategic management theory, this paper is based on the status of business development of Postal Savings Bank of China, Jinan Branch, through full study and the analysis of internal and external environment, for the purpose of identifying the opportunities and threats faced by the business development of Postal Savings Bank of China, Jinan Branch. In the meantime, the author assesses the internal resources and the ability to integrate resources of Postal Savings of China, Jinan Branch. And then, centers around strategic objectives and strategic positioning of Jinan branch, and by the means of the Blue Ocean Strategy Analytical Framework, this paper suggests Jinan Branch adopt a "comprehensive differentiation strategy" and drafts implementation measures for the competitive strategy, which provides recommends that contain the overall layout of the differentiation strategy, micro organizational structure, marketing system and customer relationship management. It offers strong safeguards to the implementing measures of competitive strategy, such as the building of human resources, management information systems support and so on. The purpose of the paper is working for providing an effective way for the long-term, stable and comprehensive development of Postal Savings Bank, Jinan Branch.