Research On The Application Of International Business Differentiation Competitive Strategy Of A Bank In Shandong Province

In the current complex and volatile domestic and international financial environment, along with the huge economic downward pressure, homogenization of the international business in domestic commercial banks is serious. As the trend in the interest rate market-oriented, the bank in Shandong Province branch how to compete with the other banks in the mean while keep the international business competitive advantage and form their own core competitiveness is worthy studying. Based on the theory of competitive strategy, differentiation based strategic theory, combined with the ongoing discussions in domestic banks’ differentiate developing and transition trends, the external environment faced the bank, the international business market competition status and their own internal resources and capabilities are analyzed by PEST model, the industry five forces model. SWOT analysis thereby obtains advantages weaknesses, opportunities and threats on developing international business.PEST analysis shows that the current domestic economic will go stability after running low, the decline in investment rebound in exports, international payments tends to be balance. The foreign exchange policy of decentralization, gradually opening up the capital account. the social aspects of the consumption structure of the rural economy has developed rapidly, foreign exchange business technical support for rapid development. Through five forces model analysis concluded that Shandong Commercial Banks market competition is more intense with many competitors, because the product homogenization is serious, bargaining level with large buyers as well as suppliers is low. In long term potential competitors are many, but there are some barriers to market access. Financial disintermediation squeeze space for development. The bank’s own operational capacity in international business steady rise. The implementation of the policy is good with reasonable organization structure and a strong international business base.SWOT analysis tease out the bank’s strengths weaknesses opportunities and challenges currently facing. on the basis of the commercial banks to make international business differentiation strategy choice. Specific measures proposed in a row in Shandong Province branch of international business competition strategy:(1) target market differentiation;(2) product system differentiation;(3) management system differentiation;(4) reform and innovative business models; and guarantee the implementation of differentiation by(5) organizational restructuring;(6) to strengthen the fine administration and risk control;(7) strengthen basic administration.