Research On Focusing Competitive Strategy Of LinShang Commercial Bank

At present, city commercial banks is becoming a new bright spot of financial development in our country, and playing a more and more important role in the financial system. The rapid growth of city commercial banks have significant influ-ence on growth and structural optimization of our financial system. However, many city commercial banks are off the market positioning of "service for small and medi-um enterprises", and their strategic choice is fuzzy, lacking careful, scientific and accurate positioning and strict, reasonable market segmentation. And they have con-vergence obviously with large state-owned commercial banks, such as regional posi-tioning, customer orientation, product positioning, and they need to guide its develop-ment direction with focusing competitive strategy.The paper uses the enterprise strategic management theory, economics and other related theory and knowledge, and in combination with the practical situation of the development of Linshang bank, to make sure of the environment of competition, such as micro environment, macro external environment and medium industry environ-ment. Using questionnaires to collect data and u sing analytic hierarchy process to deal with data, the paper makes comprehensive evaluation of focusing competitive strategy of Linshang bank, making sure of its development level form 2001 to 2013. At last, the paper puts out the development countermeasure of focusing competitive strategy of Linshang bank.With the correlational studies, the paper gets the following main conclusions. First, from the point of view of the focusing competitive environment, Linshang bank have improved the level of its focusing competitive strategy environment, such as its micro enterprise focusing on the competitive environment, macro external focus competition environment, the medium industry competition environment. But, Lin-shang bank exists certain problems, facing more serious internal and external situation, and needs to achieve sustained and rapid development with focusing competitive strategy. Second, from the perspective of the choice of competition strategy, it is not suitable for taking total cost leadership strategy and differentiation strategy for Lin-shang bank. It should take the focusing competitive strategy model, as a niche market in linyi city small and medium-sized enterprises, making cientific elaboration target customers. Based on customer special requirement of the trade and logistics, Linshang bank should give full play to its own local competitive advantage, increase in the in-novation of the related products and services, meeting the needs of specific target cus-tomers with individuation, differentiation of financial products and services. Third, from the evaluation conclusion, the paper finds that the level of focusing competitive strategy of Linshang bank keeps growing, and palying a more and more important role. But it is glided at 2008 because of the impact of the world financial crisis. Overall, in recent years, the level of focusing competitive strategy of Linshang bank has been significantly increased, but the overall development level is not high. At last, the paper put out some development countermeasure for focusing competitive strategy of Linshang bank, such as to market demand as the guidance, implementing organiza-tional structure reform; implementing identity management to build a number of inte-grated service system; accelerating the construction of channels, increasing service means; doing good job in product innovation to realize the characteristic management; creating famous brand, enhancing the overall image; to speed up the talent training, improving the structure of talent; establishing control standard system to prevent risks, and so on.