The Development Strategy Study On Bill Business For Eevergrowing Bank Yantai Branch

In recent years, comprehensively promote the reform of financial institutions in our country, accelerate the process of marketization of interest rate, the financial disintermediation, the Internet finance, bank capital regulation under the catalysis, Commercial Banks speed up the pace of business transformation. Bill business as an important growth point of profit, the bank is a key way for the diversified development of banking business. First, the Central Bank again by adjusting the discount rate, discounted bills of monetary market interest rates, thereby a make Commercial Banks to clear the Central Bank’s monetary policy intentions; Second, Banks use bill to improve the asset structure, bill extension of the intermediary business change asset growth model, finally, the bill can reduce the small and medium-sized enterprise financing cost, favored by the enterprise. So with the development of economy, market prosperity, bill market competition will be increasingly fierce. Commercial Banks only according to its own characteristics, design the products to meet customer needs, can be in an impregnable position in the competition. And in view of the enterprise strategic management involved also apply to the bank, in the face of fierce competition, choose what kind of competitive strategy, guide banking development, become the focus of various Commercial Banks and the research of mutual concern. In this paper, bill business on Evergrowing Bank Yantai Branch as the breakthrough point, its business development strategy is the overall research, hope for other Commercial Banks can play the role of the "bait".This paper uses the theory of strategic management of Commercial Bank bill business case study, through the induction, the empirical research method, comparison and a series of bill has carried on the detailed analysis to the whole process, including selected topic background and significance, research ideas and methods, in view of the research subject, this paper first describes the bill and other related concepts, introduces the development course and status quo of bill business in our country, the paper PESTEL model analyses the macro environment, and then to solve the problem of Evergrowing Bank Yantai Branch bill business, using porter’s five model analyzed the external competition, finally the Banks themselves have ability and resources were analyzed, using the SWOT matrix to construct the analysis of all elements of the fill in the table, make a comprehensive research, focus competitive strategy is presented in this paper, according to the selected strategy, conducted a series of bill business development strategy and implementation safeguard measures, from promoting brand value, improve the execution of internal control, human resource construction three aspects to establish the security measures, such as security including organization reengineering, all-round marketing, business risk management strategy smoothly, the final conclusion.The results show that, the paper business organization setup is not reasonable, split the integrity of the paper, paper business development, through department organization integration, combined the original department, department of reorganized business group, set up corresponding responsibility; Through the integration of customer resources, innovation, paper products, expand the business channel for paper comprehensive marketing; To handle paper may produce all kinds of risks in the process of the comprehensive control, the performance of the system of accountability for, at the same time, through promoting enterprise brand value, improve the execution of internal control, strengthening the construction of human resources of three aspects, such as measures to ensure the smooth implementation of the bank instrument business development strategy. Hope to Evergrowing Bank bill of yantai branch business development strategy research for other joint-stock commercial Banks to develop business to provide ideas and methods of the notes, and other business development to provide the reference for Evergrowing Bank of yantai branch.