Study On Business Development Strategy Of Chengdu Branch Of CQ Bank

CQ bank is a city commercial bank located in the western city of Chongqing and its first off-site branch was established in Chengdu in 2008.During the last 4 years since its opening,the subsidiary bank has formulated its own development path and has made some outstanding achievements.However,the branch has some problems in their operation and management,such as consumer and market positioning,and human resource management.On the basis of CQ bank' s overall development strategy,this paper utilizes SWOT analysis method to explore CQ bank and its Chengdu branch' s operation development and make recommendations to solve the problems above.At last,the paper gives suggestions on the implementation and control of the strategy.The thesis consists of five chapters.The first chapter is an overview of the development and layout of city commercial banks.This chapter firstly defines city commercial bank and then introduces the general situation of its business development such as business transformation.At last,this chapter introduces the setup and layout of CQ bank' s head office and branches.The second character describes CQ bank ' s present situation and problems.This character presents Chengdu branch' s business and development problems after reviewing CQ bank' s history,then this part points out some serious problems in its recent business operation.The third chapter is an analysis of the strategy of Chengdu branch.With the Pest and Potter's five forces model,this chapter analyses Chengdu branch' s external environment and then analyses the internal advantages of operation state,incentive mechanisms,corporate culture,disadvantages of market positioning,and human resource management.The fourth chapter offers the feasible strategies to Chengdu branch.This chapter lists the strategic objectives and target market of Chengdu branch at first and then points out that the differential strategy is the best choice for Chengdu branch to promote business growth.The fifth chapter gives some advices on the development of Chengdu branch.To implement strategies above,this chapter take some suggestions through two aspects:one is how to develop business and the other is how to control the operation process.During the previous study of EMBA course,the author have pondered the problems of CQ bank Chengdu branch.Some of the author' s suggestions have been implemented in Chengdu branch,and the author hopes that the suggestions will be taken by other branches of CQ bank.Due to the limited knowledge,there are mistakes in the paper.The author hopes that every teacher will be generous in offering the criticism.