| Bill business is a critical component of financial market, which has been widely launched by banks athome and abroad. As a major participant of bill market, Kaifeng Commercial Bank once took the leadingposition and benefited a lot from relevant business. However, overexpansion and crude operation cannot beregulated by laggard management skill, which led to the accumulation and explosion of risks. Meanwhile,rectifying didn’t bring realistic improvement to this business, problems like mis-targeting, low efficiencyand nonstandard pricing weakened the competitive strength, which resulted in lower customer satisfaction,weaker profitability and smaller market shares. It’s high time to reform the operation and find out a newway for further development.This research based on the operation of bill business in Kaifeng Commercial Bank, analyzes thecurrent problems and puts forward relevant suggestions. Chapter one gives a brief introduction of thebackground, significance, methods and the framework of this paper. Chapter two aims at finding out themain problems of bill business in Kaifeng Commercial Bank through a review of its operating history. Next,Chapter three analyzes the internal and external running environment of Kaifeng Commercial Bank,specifically, internal environment including product competitiveness, management, internal control systemand team building while external environment contains macro-economy, monetary policy and supervision.Using SWOT method to insight the future business strategies within five years, Chapter four rearranges themarketing targeting and solves the mis-targeting problem.Last, according to the reforming needs put forward by SWOT and the tangible problems listed inChapter two, we give suggestions from the perspectives of organizational structure, operating process,pricing method and human resource to establish an effective reforming solution. |
