Research On Investment Banking Development Strategies Of ZBZX Bank

With the continuous development of china banking industry, the commercial banks are having a shift from traditional commercial bank patterns to modern all-round bank group ones, when faced with the opportunities and challenges following the full liberalization of finance industry. In the current situation where there are interest rate liberalization, capital-restriction, financing structure imbalance and etc., it is an inevitable choice to access to the wider capital market and develop the investment banking businesses for the commercial banks.ZBZX Branch is a national medium-sized joint-stock bank’s branch located in a third-tier city, and has already existed for fifteen years. For several reasons, the investment banking businesses of ZBZX Branch started rather later, developed slowly and had limited contribution to the intermediate business income, so its development situation has always not been optimistic. For the ZBZX Branch, to pioneer investment banking businesses well in the emerging financial field and obtain rapid development have important practical significance to realize the rapid and continuous growth of benefit. Faced with going-on market and local one-step-ahead business competitors, there are following urgent issues to tackle for the branch:to capture the good start point of investment banking businesses, open up business situation, strive for and accumulate more high-quality customers resources, explore more market share and promote the development space of intermediate business benefit. These issues are also the aim of this paper.Analyzing investment banking businesses of the Branch, this paper analyses the reasons of its relative slow development from multiple perspectives and the origin of restricting its development. Because the lack of good strategy restricted the further development of investment banking businesses, this paper defines the strategy direction of difference on the basis of SWOT analyzing ZBZX Branch’s investment banking businesses.Based on the theories of scope economy, financial innovation and competitive advantage, and learning form Chinese and overseas successful experiences, this paper set out ZBZX Branch’s specific development strategy in the scheme of difference strategy, such as to correctly position investment banking business, to complement related support, to improve innovation ability, to focus on customer management, to build business brand, to strengthen risk control etc.. These specific measures are implemented around difference strategy, and then help ZBZX Branch develop Core Competing Capability of investment banking businesses.When setting out the strategies, according to the real conditions of the city where ZBZX Branch locates, the paper sets reasonable development goals for the Branch, correct market position, and try to develop superiority in some business areas and brand advantage in local financial market. The study of this paper will be helpful for the Branch’s development in order to cope with tough competition and realize the rapid development of the business.Neither from located city nor from the development phase of investment banking businesses, ZBZX Branch has a certain universality among national commercial banks. While the paper explores a development path for ZBZX Branch, it provides reference for the development of other same-type bank institutions.