Research On Competitive Strategy For Asset Business Of Guangzhou Branch Of China Guangfa Bank

Guangzhou Branch of China Guangfa Bank (CGB) established in August1994, is one of the medium-sized joint-stock commercial banks set-up early in Guangzhou. However, as a base branch of headquarters, itsmarket competitiveness is weaker and stands on a general status, which makes it much more different from other base branches of joint-stock banks. The main reason is that it doesn’t have clear goals and plans, and in the specific asset business, homogeneous competition is serious without its own characteristics and highlights.This article is on the premise of learning other literatures of comepititions strategy theory, getting datas through interviewing staffs and managers of Guangdong Development Guanzhou branch, and market frontline staffs. By using strategic management analysis tools(PEST analysis, porter five models, EFE matrix, IFE Matrix, etc.), in combination with economy development and competition situation, it is to find the advantages and disadvantages of CGB, which can provide reference to choose the competition strategy. Finally, through the SWOT and QSPM analysis of the alternative competitive strategies, we determine the differentiation strategy as the asset business strategy for the Guangzhou Branch of CGB, and provides a serious security measures for it.The paper argues that differentiation competitive strategy is suitable for Guangzhou Branch of CGB’s development, which find the direction for the development of asset business. Moreover, it put forward operable suggestions and countermeasures for the implementation of the strategy.