Qilu Bank's Core Competitiveness Evaluation And Improvement Countermeasures

With the development of three decades, the city commercial bank has experienced a transformation that shift from scratch, from small to large, which is develop to modern commercial banks. The small and medium-sized commercial bank has become an important component in commercial banks in China. However, the small and medium-sized commercial banks have a series of problems, such as weak internal control system, lack of innovation. With the deepening of the joint-stock commercial banks and the entry of foreign banks, the small and medium-sized commercial banks have faced increasingly fierce competition of bank industry. How to nurture and enhance their core competitiveness is extremely urgent for small and medium-sized commercial banks.This paper studies on the current situation of the core competitiveness of Qilu bank, and uses the related theory and research results of other scholars for reference. Then the paper choices profitability factors, security factors, liquidity factors, innovation ability factors, sustainability factors as the basic factors to evaluate the development level of core competitiveness of Qilu bank. After that, the paper takes Qilu bank as examples, using Analytic Hierarchy Process to make the weight of the factors, to evaluate the development level of core competitiveness of them.The paper gets four conclusions as follows. First, the Qilu bank develop rapidly in the resent years:business lines and bank scale significantly increased, personnel quality has been improved a lot, build a relatively complete internal organizational structure, physical distribution network become more widely, and has got a certain brand awareness. However, there are some problems as well, such as profitability is limited by scale, non-performing loans in security is bad, diversification ability still needs to be further ascension, product variety and structure is unreasonable, lack of innovation of advanced technology and talent reserves, and so on. Second, from the point of the overall core competitiveness, Qilu bank has kept good growth of core competence since 2008, but core competitiveness growth reduces in 2011, which is the result of "The paper case". Overall, the core competitiveness of Qilu bank makes a significant improve in recent years. Third, judging from the secondary indicators of Qilu bank's core competitiveness, non-profit competitiveness and security competitiveness are at relatively high levels; but affected by the "The paper case", there was a significant decline in 2011. Liquidity competitiveness and sustainable competitive are in the middle level, and play a supporting role for the whole core competence. Innovation competitiveness is the "short board" of the whole core competitiveness. Although maintaining a good ascension in recent years, it is still the most important factor of promoting core competitiveness. At last, the paper puts forward enhance countermeasures of core competitiveness for Qilu bank, such as make full use of market in Shandong province to boost earnings scale, establish an effective risk management mechanism to enhance security, take variety of methods to improve bank liquidity, clear positioning, control scale, improve quality and expand their business to enhance the innovation ability, make scientific orientation and control size in order to realize sustainable development, and so on.