Study On Regional Market Competitive Strategy Of Bank Of Communications Quanzhou Branch

Facing with the increasingly fierce competition in banking market, properselection and implementation of competition strategy, making full use of externalopportunities, effectively playing their own advantages, and enhancing their owncore competitiveness are the Banks’ top priority, as it is the problem that Quanzhoubranch of bank of communications must solve.This paper takes the competition strategy of Quanzhou branch of bank ofcommunications as the research object, and the paper is divided into seven chapters,including introduction, an overview of the three basic competition strategy, bankcompetition strategy research status, the external environment analysis of Quanzhoubranch of bank of communications and condition analysis, competition strategypositioning and implementation of the strategy, and the last part are conclusion andprospect. Firstly, on a systematic basis of theory of competition, we use fivecompetitive forces model, the SWOT model to analyses the external macroenvironment, industry environment and inner conditions which Quanzhou branch isfaced with, on the view of the external macro environment, the current economic andcultural environment is good, for the financial market consumption level raises, andbrings a big development potential. But from competitors in the current marketanalysis, we find that competition is increasing, therefore，it also brings challenges;With aspect to the internal resources and capabilities, Quanzhou branch has someadvantages such as brand resources, wealth management domain, etc, but it is weakin the operating system, the institutional networks, talent reserve and so on.Secondly, we put forward differentiation strategy as a competition strategy ofQuanzhou branch of bank of communications, so it can continues to gain advantagesin fierce competition in the market. Through the above research and the analysis ofrelevant content, we finally raise concrete measures of carrying out thedifferentiation competitions strategy for Quanzhou branch of bank of communications, such as the market marketing, product innovation, humanresources support and so on.In summary, this paper analyses competition strategy of Quanzhou branch ofbank of communications, and suggests that Quanzhou branch bank should establishand prove the competition strategy giving priority to product and servicedifferentiation. It has no choice but to strengthen " customer centric" managementidea, increase innovation, build up internal management as well as risk controlability, and pay great attention to the talents cultivation, by which ways it canstrengthen characteristic business, enhance the core competitiveness, and realize thesustainable development.