A Study On The Development Strategy Of Debt Financing Business Of State-Owned Commercial Banks

With the macroeconomic situation is expected to improve,the financial market development is becoming increasingly stable,the banking market is increasingly competitive,large customer financing will gradually shift to the capital market,investment banking business as a green intermediary business,do not take up or less occupied bank capital and credit resources,Become the focus of competition for major banks.In the complex and volatile financial market environment,accelerate the development of differentiated,professional,high value-added investment banking business,especially the debt financing business,but also out of the same industry low level of homogenization of competition,nurture and enhance the core competitiveness of the bank inevitable choice.This paper mainly uses the literature research method,the interview method,the case analysis method and so on many kinds of ways in the research process,and using the SWOT analysis model,analyzes the existence of the state-owned commercial bank represented by CCB Shandong Linyi Branch in the debt financing business promotion Advantages and disadvantages,put forward a targeted development strategy.The basic concept and connotation of debt financing theory are applied in the paper writing,and the theory of SWOT analysis is applied systematically.This paper analyzes the development of bond market in recent years,especially in 2016,analyzes the characteristics of China's bond market through data analysis,and prospects the future bond market according to the development situation of bond market in recent years.From the comparative advantage of debt financing business and its substitutes and the tremendous pull of debt financing business on banking performance,this paper deeply analyzes the motivation of developing debt financing business from two aspects.This paper analyzes the present situation of the debt financing business of Linyi branch,summarizes the situation of debt financing business of Liny i branch,and analyzes the business environment of Linyi branch debt financing by using SWOT analysis method to find out the current situation of debt financing business of Linyi branch in Linyi branch of Shandong Construction Bank.At present,the main problems in the development of debt financing business in Linyi Branch have found that the existing problems are weak customer base,the quality of the team construction needs to be improved,the internal approval support is not enough,the application development and promotion of new products are not deep enough.This paper puts forward the development strategy of the debt financing business of China Construction Bank Shandong Linyi Branch,and puts forward the general idea of the development of debt financing business of Shandong Construction Bank in Shandong Province,and makes an overall strategic positioning.The development of debt financing business of Shandong Construction Bank of Shandong Province must be carried out from the following aspects,that is,deepen the needs of customers,and actively open source income;strengthen innovation and promotion,enhance the core competitive advantage;improve efficiency,create efficient competition model;,To enhance professional skills;to strengthen the survival of management,to prevent credit risk.At the end of this paper,the debt financing business of state-owned commercial banks is prospected,and the debt financing business has broad prospects for development.It is bound to become a new field of commercial bank competition.China Construction Bank Shandong Linyi Branch,as representative of state-owned commercial banks,needs to further deepen the debt financing business In the strategic transformation of the important position,and more measures simultaneously,to achieve a large strategic debt restructuring of the real strategy.