Changsha Bank Poor Dissimilation Strategy Research

City commercial banks,as small and medium-sized financial institutions, are experiencing a complex living environment in recent years. On the one hand, competition with industry and spreads narrow space affect their own expansion and profitability enhancement, and also matter their own survival and development; On the other hand, Homogenization of banking services and products makes the lack of obvious qualities between the bank, causing competitive advantage to competitors to be difficult to show.In this paper, taking the Bank of Chang Sha as an example, abiding by the theory of business strategy-the theory of competitive strategy differentiation strategy theory, basing on the overview of the status quo of the development of the Bank of Chang Sha, firstly we analyze its internal and external environment, and the competitive strengths and weaknesses by using the SWOT model; after combining the enlightenment that the differences in the strategic development of the small and medium-sized banks at home and abroad, we investigate the implementation of the development strategy of differentiation theoretical and its feasibility. We not only make specific recommendations from five aspects, such as, regional positioning, market positioning, financial products, financial services, and product pricing, but also clear the regional development goals, market positioning, and establish of financial products with matching system, the financial services system and product pricing system. These are in order to give full play to the unique advantages of the city commercial banks, to dislocate competition with other banks. to achieve sustainable development, and build the core competitiveness.Lastly, to ensure the smooth implementation of the Bank of Changsha differentiation strategy, this article develops an implementation plan from the five aspects of corporate culture construction, the construction of the evaluation mechanism, innovation capacity building, development of qualified personnel, risk management techniques and means, then stablishs safeguards from the following measures:deepen the corporate governance, set risk tolerance, enhance risk early warning capability, optimize the allocation of resources, and build brand image.