Study On Operational Strategies Of A Bank,Kunming Branch

With the implementation of Yunnan "bridgehead strategy", Yunnan’s economical and financial development has been maintaining a great momentum during recent years. Yunnan provincial government’s introduction of the financial-aid policy on "bridgehead construction" has further promoted the implementation of the "bridgehead strategy" Meanwhile, transformations taking place in economical and financial environment and introductions of regional development policies both bring a sound opportunity to Kunming branch for a rapid growth. However, it is also faced with huge challenges brought by the implementation of the "Measures for the Management of Capital Adequacy Ratios of Commercial Banks", the advancement of interest rate marketization, transformation of social financing modes, the acceleration of Financial Disintermediation as well as intensified horizontal competitions. The first chapter introduces the research background and significance of the thesis; The second chapter discusses the fundamental theories of commercial banks’ Asset-Liability Management, relevant theories of strategic management and customer relationship management as well as low-cost strategy and differentiation strategy; the third chapter analyzes the financial environment in which Kunming branch operates. It also gives an in-depth analysis on present status and existing problems of the branch’s operation and management; the forth chapter focuses on development region, customer structure, feature products and management tools, set forth operational strategies of Kunming branch’s second transformation; the sixth chapter presents the future prospects on the implementation of the operational strategies.Kunming branch has experienced a fast growth during the last decade. It has been making great efforts in the construction of a proper sub-branches’ network as well as talents cultivation. Now, Kunming branch stands a high rank among other commercial banks in china with its great deposit and loan operations. It also boasts a great risk management, unique business features and sound brand image, which all serve as a concrete foundation for the operational and strategic transformation. In face of both opportunities and challenges, Kunming branch have to pick up its steps towards the operational and strategic transformation. Guided by head office’s strategic deployment, Kunming branch shall focus on five aspects, namely, capital returns, loan pricing, cost efficiency, client value, personnel efficiency to elevate its operation and management level, which are of significance for the acceleration of operational and strategic transformation, and the creation of new market competitiveness of Kunming branch.