Study On The Core Competence Of Guangdong Nanyue Bank

Guangdong Nan Yue Bank Co., Ltd.(hereinafter referred to as the NanyueBank)established in1998, was formerly Zhanjiang City Commercial Bank. After successfullysolving urban credit crisis, seeking for survival by securing payments, as well as reformingand restructuring, and then the second stage of reforms in recent, by the end of2012, NanyueBank’s assets reached106.8billion yuan, ranking among the city commercial banks withbillion of assets. Every major decision made by Nanyue Bank was efficient.Shareholdingreformed and opened branches in different places in2009, and then successfully renamed in2011, etc., have shown their superior strategic vision.The emergence of the concept of core competence is in the early1990s.Core competenceis the source of corporate competitiveness,which is derived from long-term business oflearning and culture precipitation and difficult to imitate,has a strong competitive advantage.By using specific cases, full identification of the core competence will be made in the thesis,therefore strengthen the understanding of the core competence of Nanyue Bank.Through macro external environmental analysis (PEST) and Porter’s five forces analysisof city commercial banks, pointing out the competitive environment of Nanyue bank.Through the analysis of market demand,clarifying the practice of core competence of NanyueBank in the fiercely competitive environment. Microeconomic factors affecting the corecompetence of Nanyue Bank are resources and capabilities, including corporate culture,human resources management,technology, innovation ability and organizational managementand other elements. Nanyue Bank’s value chain has four notable features, such as customerdemand-oriented, risk management and product innovation has become an important thrustof the value chain to create value from the back toward the internal and external activities ofthe linkage between the foreground and the value chain. Through these specific elements anddemonstrate the value chain, figure out that the core competence of Nanyue Bank is the focuson financial services to customers. The last part includes some recommendations on theNanyue Bank to foster and enhance the core competence, such as deepening the developmentof business expertise, focusing on small and medium micro enterprises, vigorously promotingfinancial innovation, improving risk control capability, enhancing the brand image of the bankand other measures for the better development of Nanyue Bank.