Competitive Strategy Research On Corporate Business For Dongying Branch Of MS Bank

The situation of high profit growth of commercial banks has become the past.MS Bank is among the first batch of banks which were approved to establish by privately operated capital in China.MS Bank of Jinan branch at province level was established in 2001.The secondary branch of MS Bank in the city of Dongying is in charge of Jinan Branch,and it was set up in February 2011.In addition to the existence of Five State-Owned Banks in Dongying City,there are existing 10 Nation-wide Commercial Banks and 6 City Commercial Banks.All shows the competitive level of the Banking Industry.The main research object of this paper is Corporate Business of Dongying Branch of MS Bank.The Corporate Business has earned almost all the profits for the company.The opportunities of external environment are as follows:the stable economic environment and easy monetary policy of our country,the huge development potential of the Dongying area,the diversification of the capital market,the differentiation of the customer demands,the indifference of similar companies in Intermediate Business and so on.The main threats are as follows:the company's business homogeneous competitions are serious,strong bargaining power of large groups,supervision and regulations are becoming more stringent,"Financial Disintermediation" development trend and so on.The main advantages of the internal environment are as follows:reasonable organizational structure and excellent corporate governance,efficient business processes,comprehensive risk management,attention to the Intermediary Business,perfect human resource management and so on;Disadvantages are as follows:the relative size of large State-Owned banks,declining of deposits ability,lack of marketing power,confusion management of Innovative Business pricing,lack of professionals in Branch and so on.The purpose of this paper is to study and develop appropriate competitive strategies for the Corporate Business of Dongying Branch of MS Bank.The SWOT analysis tool and the Quantitative Strategic Planning Matrix(QSPM matrix)are using for analyzing.By comparing of the three basic competitive strategies,draw the conclusion that the most appropriate competitive strategy is differentiation strategy.Implementation measures include:definitude with target market positioning,implementing classification management of customers,implementing pricing differentiation and product differentiation and marketing differentiation,optimizing for services.Safeguard measures include:cultivating excellent corporate culture,optimizing organizational structure and improving business processes,strengthening human resources construction,implementing comprehensive risk management,improving the application of information technology,and strengthening financial management.I hope this paper could provide scientific research for Dongying Branch of MS Bank,and helpful in enhancing the company's competitiveness.On the other hand,I hope it could help the other bank executives with scientific analysis.