A Strategies Study On Enhancing Competitiveness Of ZB Branch Outlet Of Agricultural Bank

With the further progresses of the domestic financial reform, China’s financial industry has entered an unprecedented rapid development stage: full implementation of interest rate marketization, accelerated financial disintermediation, the implementation of capital market registration, liberalization of private banks access, and the development of Internet banking. Changes in the new environment have spurred joint-stock banks expanding their size and actively seeking innovative ways of development. As a result,mobile banking, smart banking and financial convenience stores rapidly emerge as the new service channels; third-party payment, mobile payment and network lending continue to impact the entire financial market. All of these make the competition in the industry white-hot.Bank outlet is the basic operating unit acceptance platform. Its role in the competition continues to draw attentions from the bank high-levels. In a changing financial environment, how to enhance the competitiveness of outlets become problems for the banks. Agricultural Bank of China, as a typical representative of large state-owned commercial banks, a lot of reform and innovation have been made in network service concepts, skills, environment, and organizational framework. However, there are still many problems in innovation.In this paper, the ZB branch of Agricultural Bank of China is chosen as the research object. First, the development and the economic and financial environments of ZB branch are studied. Its operating conditions, organizational structure, and competitive situation, etc.are then analyzed. Next, the SWOT method is used to further analyze the internal and external environments of the ZB branch with respect to its strengths, weaknesses,opportunities and threats, and the current problems after the initial transformation of outlets are described. Finally, a new index system for evaluating the outlet competitiveness is constructed, and strategies for enhancing the outlet competitiveness, including strategic goals, vision, market positioning and five strategies in market maintenance, customer maintenance, service management, optimization assessment, and the optimized management model, are proposed.