Research On The Competitiveness Of Industrial And Commercial Bank Subbranch

Since the year of 2014, the economic development of our country is gradually showing the new characteristics, such as high speed, excellent structure and new power,which means that China’s economic development has officially stepped into a new period.In the context of the deepening process of the new normal economic, the economic growth rate is continued to decrease, and the adjustment of industrial structure, is becoming more and more obviously, which means that the risk and profitability of commercial banks are facing new challenges. The past traditional development mode of operation has been unable to continue, and commercial banks have to continuously enhance competitiveness in the new normal economic period for maintaining healthy and stable development.The branches of commercial banks, which is the basic management unit in the forefront of market competition, is not only the main channel to create business profit, but the platform to provide financial product marketing and customer service, however, they are also the first targets to be affected by the impact of the new normal economic development.Therefore, if the commercial banks want to enhance the overall competitiveness to maintain a stable development, they must actively explore a way to enhance the competitiveness of the basic branches. Industrial and Commercial Bank of China which is the most profitable and marketable value of international commercial bank in the world,although is still maintained a relatively stable development speed during the process of changes of the economic environment, it must grasp the development opportunities to enhance the competitive ability in the face of the new challenges such as marketization of interest rate, financial disintermediation and the channel network. The basic branches of Industrial and Commercial Bank have begun to face the challenges like the lack of resource utilization, high cost, and low efficiency under the impact of the new normal economy. They need to accelerate the pace of upgrading the competitiveness more imperatively.Firstly, this dissertation elaborates the definition of the competitiveness of commercial banks and basic branches from the theory. Secondly, it briefly discusses the impact of economic development of the new normal on Industrial and Commercial Bank of China branches of management by drawing lessons from a variety of domestic and international financial literatures which studied how commercial bank branches enhanced the competitiveness, and points out that the basic branch of Industrial and Commercial Bank of China need to actively enhance the competitiveness when facing the new normalchallenges. And then, in order to more clearly carried out the research of basic branch of Industrial and Commercial Bank of China enhancing competitiveness, this paper analyzed the current situation of the basic branch of Industrial and Commercial Bank of China enhancing competitiveness, and carried out the existing problems and obstacles to development through the three perspectives of Industrial and Commercial Bank of China,jurisdiction branch of Shandong branch, and Jinan Branch. In addition, considered with the influence of changes in the economic situation in Jinan city area on the jurisdiction of banks, it analyzed the business development of Jinan jurisdiction branch and achievements and problems Jinan City branch during the process of enhancing the competitiveness.Based on the full consideration of the new normal economic changes impact on the market environment, it comes to ideas to enhancing the competitiveness of the Jinan branch of Industrial and Commercial Bank of China. At last, this paper carried out the "five project" which contains promoting the market in the first project, promoting structural optimization,promoting the fine management of engineering project, promoting the intermediate business promotion project, and promoting the quality management of projects to overcome the obstacles in the process of enhancing competitiveness of sub branch of Industrial and Commercial Bank of China according to their own experience.Combined theory with practice, this paper analyzed present development background,development status and existing problems in branches of the Industrial and Commercial Bank of China and carried out how the basic branches of Industrial and Commercial Bank of China take what measures to adapt to the economic development, enhance its competitive ability, and according to his many years of working experience in basic branch,such as field visit observation and data analysis, carried out an in-depth study on business development of basic level branch of industrial and Commercial Bank of China. Finally, it comes to the final conclusion of enhancing the objective, direction and measures of competitiveness according to the local branch of Industrial and Commercial Bank of China in the process of the establishment.