Research On The Competitive Strategy Of Retail Banking Business Of Baoshang Bank

With China's economy turned into the new normal mode,and the interest rate of marked has basic completed.As the competition increasing fierce between banks,The commercial banks had ever rely on the traditional large company to earn deposit and loan profitability model has been difficult to sustain,Retail banking business with its stable customer relationship,low capital consumption,less risk,stable income and other characteristics,has gradually became the focus of the transformation of banking business.As a Commercial bank,the strategy of the bank is to serve local economic development,local residents and small business customers.So the retail banking business is extremely important for the bank development.Identifying external opportunities and threats Identifying the strengths and weaknesses of their own existence is important for the development of retail banking.This article will conduct an in-depth and objective analysis of the external environment and internal conditions of the bank,and explore how to determine the competitive strategy of retail banking in the current economic and financial environment in order to gain a competitive advantage.On the basis of summing up the research literature at home and abroad,this paper uses the relevant theoretical knowledge of the competitive strategy to analyze the retail banking business of the baoshang bank.Through analysis of the external macro environment and the industry environment,the bank is facing a huge market demand and development opportunity brought by the pattern of economic development,the rapid growth of the regional economy and the development of information technology,but at the same time facing the threat from mixed operations,customer demand diversification and external competition.Through the analysis of its own resources and capabilities,it is concluded that the bank has a competitive advantage in terms of competitive strategy,organizational structure,geographical environment and government support.But in product innovation,marketing channels,asset size,information development with disadvantages.So,the SWOT matrix analysis method is used to form four different strategies.According to the actual development of the bank current retail banking business,the advantages and disadvantages of each scheme are compared.It is concluded that the bank should adopt a differentiated competitive strategy,Services,channels and the market will be the four aspects of the future differences in the strategic focus of competition.Finally,this article from the personnel training,system development,product innovation,channel construction and other aspects of the proposed implementation measures.With a view to providing meaningful reference for the development of the retail banking business of the Baoshang Bank...