The Market Positioning And Development Strategy Of Dongguan Bank

Bank of Dongguan，is a representative of the city commercial bank in Guangdongprovince，both state-owned banks of the great advantages of the way，in the pattern ofcompetition in the banking sector in our province，another joint-stock commercial banks andforeign banks strong spoiler，Dongguan Bank in the cracks survival worrying; good financialenvironment is precisely to Dongguan banks a good opportunity to promote their owndevelopment.Start from the theory of market positioning，on the one hand，leads to the externalenvironment analysis of Dongguan Bank，mainly from the macro-environment，the overallindustry environment，and the business demand environment，to find the external environmentfor its development opportunities and the development of threat. On the other hand analysis ofthe changes in Dongguan Bank’s internal resources and capabilities have conditions，including the operating structure，financial resources，organizational structure，humanresources，as well as profitability and risk management and control capability proceedDongguan bank’s internal strengths and weaknesses have summarized. Seriously study thetwo aspects of the status quo at all levels of the market positioning using SWOT matrixmethod，specific formulation for policy and strategy.From the perspective of positioning and comprehensive analysis on the basis of the Bankof Dongguan external environment as well as the resources and capabilities of the SWOTanalysis to explore the market positioning of Dongguan Bank，so as to seek a path ofsustainable development.