Research On Competitive Strategy Of S Branch Of Bank Of Communications

In recent years,the traditional banking industry is facing a difficult period.The capital market and foreign exchange market are constantly changing,the interest rate market is fully liberalized,the internet-based finance is thriving,net profit of banks almost stops growing,the risk of non-performing loan accelerated exposure.The political and legal,economic,social and technological environment of China and S city bring opportunities such as favorable macroeconomic environment,increasing income and wealth and so on.At the same time,challenges also exist,such as the credit demand is difficult to expand,the risk of loan market exposure constantly,and so on.After 26 years since establishment,S branch has strengths like high reputation in wealth management and credit card market activities and so on.However,weaknesses like shortage in sub branch,lack of innovation are affecting the development of S branch.This paper takes the competitive strategy of S branch of Bank of communications as the research subject.According to the research at China and abroad,the differentiation strategy will be a feasible choice after the SWOT model analysis.The retail business sector should highlight the individual business assets,cross selling,mobile phone banking,effective customer and credit card online payment,innovate to obtain client,increase the quantity of sub branch,online transaction and marketing channel.The corporation business sector should manage client in different levels and categories,improve the marketing level,set up multi-level customer management system and management responsibility system,in order to shape co-ordination,responsive,efficient collaboration,professional services and new customer service management system.The 13th Five-Year is a very important period for Bank of communications S branch in reform,transition and innovation.Only by implementing differentiation strategy,achieving the changeover of product-centric to customer-centric,long-term stable development and everlasting will be maintained.