Research On Product Innovation Strategy And Implementation Of Tianjin Branch Of China Everbright Bank

With the household wealth significantly enhanced, the financial industrycomprehensive opening to the outside world and the increasingly fiercemarket competition, demands for financial products of bank are growingstrongly, and the strategic transformations of banks are increasingly on theagenda. How to further enhance business brand of our commercial bank, toavoid homogeneity of financial product, to expand the influence of the brand,and to enhance the core competitiveness of commercial banks of China, it isan urgent issue.Tianjin Branch of China Everbright Bank is as the influentialjoint-stock commercial banks in Tianjin, take the three cardinal guides, suchas business development, internal management, risk prevention, it is alsofaced with the need of from traditional services to new services. It is veryimportant to properly build with adapt innovative products.In the background, the dissertation attempts to analyze businesstransformation and innovation model of Tianjin Branch of China EverbrightBank to conduct research from theory to practice. It need to take theinnovation as a strategic height, combined with practical activities of ChinaEverbright Bank, using the theory of financial innovation, in order to analysisthe products’ innovation strategy and implementation strategies. Firstly, thedissertation based on the historical data, began to study the basic concepts,theoretical hypotheses, the motivation of the financial innovation, to grasp thestatus of innovation strategy of commercial banks, to look forward to atheoretical framework of financial product innovation of China’s commercialbanks. Secondly, the dissertation, through the case study method, take as thecommercial bank of United States, Britain, Spain for example, comparativelyanalysised the status of the commercial bank of China, to elaborate theinnovative current problems. Thirdly, the dissertation took the point of thehistorical Status and strategic choices of Tianjin Branch of China EverbrightBank in order to solve the key factors of financial products and to seek theappropriate model of innovation. Finally, in order to provide reference for work practices in the future andmaintain a stable development of development strategy, the dissertation,basede on the problems and challenges of the innovative strategies, combinedwith the advantageous of other financial products, proposed the implementedpath for Tianjin Branch and accelerated the innovation of financial product.