Study On The Competitive Strategy Of MS Bank Guangzhou Branch

MS banks is the leader of12national joint-stock commercial bank in China. After17years of development, now the total size of MS bank assets more than3trillion yuan, rankedamong the medium-sized bank queue. Intense competition in the banking sector under thecurrent situation, MS bank executives deciding the direction of the characteristics of the bankand the bank’s strategic transformation efficiency. Guangzhou Branch, which is a provincialbranch, is emphasis of the MS bank. In recent years, the operating results of GuangzhouBranch has been in the forefront of the industry, but its development orientation is still notclear enough and lack of clear and effective competitive strategy. Therefore, the currentresearch of the role and significance of the competitive strategy of Guangzhou Branch hasbecome very important. The results can provide an effective solution for the futuredevelopment of the Guangzhou branch, but also provide a useful reference for the reform ofChina’s joint-stock commercial banks.In this paper, against the status of MS Bank Guangzhou Branch, the use of strategicmanagement theory of knowledge, the use of PEST analysis, Porter analysis of thecompetitive structure of the industry and SWOT analysis and other methods of GuangzhouBranch of competitive strategy to research carried out in detail.The full text is divided into five chapters altogether. In this paper, five chapters on MSBank Guangzhou Branch competitive strategies were elaborated and research. The firstchapter on the basis of research on the theory of strategic management and competitivestrategy research status are discussed proposed research content and methods of the article.The second chapter of the external environment MS Bank Guangzhou Branch to conduct adetailed analysis, including analysis of the macroeconomic environment, industryenvironment, requirements environmental and so on. The third chapter of the internalenvironment of MS Bank Guangzhou Branch conducted a detailed analysis, includingdevelopment overview of the business, organizational resources, human resources, evaluationmechanism, technical resources, management ability and management ability, etc. Chapter IVdevelop competitive strategies on the basis of MS Bank Guangzhou Branch two chaptersanalyze the results of the previous, including a summary SWOT analysis, the general idea ofGuangzhou Branch, customer orientation and business positioning strategy development, etc.,Guangzhou Branch choose to finalize winning competitive strategy differences. The fifthchapter mainly expounds the implementation of the strategy of Guangzhou Branch competition strategy and safeguard measures. Implementation strategy including organizationadjustment, evaluation mechanism, establishing the innovative business model, etc.;Safeguard measures including organization, human resources and financial security.