HX Bank FS Branch

In recent years,the internal and external business environment of commercial banks is undergoing profound changes. On the one hand, China’s economic development has entered into a more reasonable high growth in the New Normal stage of economic development which is shifting mass efficiency intensive growth pattern from extensive growth speed-type scale, as a pro-cyclical industry, the development of banking industry will be subject to the impact of the economic slow down and constraints; on the other hand, the banking industry itself is also facing challenges of the Financial New Normal such as capital constraints strengthen, strengthen financial supervision,multi-speed marketization of interest rates and financial impact of the Internet, leading business risk of commercial banks increased, more competitive, and credit risk also increased significant. The traditional commercial banking business model has been difficult to adapt to the changes in the current business environment. How to do research on the development strategy and make strategic transformation,to make their own resources to match the external environment in order to achieve sustainable development, has become a problem for the commercial banks to be solved.For commercial banks,New Normal is both an opportunity and a challenge, under the New Normal Background,commercial banks should implement strategic transformation as soon as possible to enhance the ability to adapt to economic development, change the development model, revenue model and service model, set out on a path of capital intensive,innovation-driven and sustainable development.This paper selected HX bank FS branch as a case to study, described its development history,operating conditions as well as the difficulties currently facing, analyzed the opportunities and challenges due to internal and external environmental changes under the New Normal Background.By using theoretical analysis,PEST, Porter’s five forces model and SWOT analysis tools,matching the internal resources and external environment, this paper drew a conclusion of the necessity of strategic transformation and transformation implementation plan, established misson and vision,goals and implement paths, carried out a detailed plan for positioning ofbusiness strategy and supporting measure of functions layer strategy,to help the bank to get out of the mess,grasp the initiative in development and achieve sustainable development.And this paper can also provide reference for other small joint-stock banks to formulate and adjust development strategies.