The Competition Strategy Research For Retail Business Of ZS Bank Jinan Branch

Established on October 19,2000,ZS Bank Jinan branch is the secondary branch leading by the head office of ZS Bank in Shandong Province.Since its establishment,by adhering to the service concept of "We are here just for you",it has grown into one of the most influential commercial banks in Shandong Province.The retail business of ZS Bank Jinan branch has very important position under its positioning "One Body with Two Wings",From the data of recent two years,the retail business of ZS Bank Jinan branch has steadily increased and maintained strong profitability.Under the new economic norm and open competition environment,the interest rate marketing,financial disintermediation,diversification of demand and the electronic trading trend presents the development process of the banking industry in the increasingly prominent.ZS Bank Jinan branch is facing state-owned banks' deep foundation and broad coverage,and also foreign commercial banks,city commercial banks as the new entrants participating in the competition.At the same time,the Internet financial business as a strong competitor,makes the original profit model has been difficult to continue,the competitive advantage is declining.The implementation of the new competitive strategy is the only way for the sustainable development and competitiveness of the retail business of ZS Bank Jinan branch.From the point of view of the external environment,on political environment,new regulations limits the retail business' blind expansion and influence the way of obtaining profits,also promotes to seek new business areas and new way to control risk;On economic environment,competition becomes more intense.The using of the new technology and the development of economy,affects customers consumption patterns and habits.On social environment,the development of economic and financial technology has made the customers consumption pattern and transaction behavior change more rapidly.It has further deepened the demand and exploration of the new technology.On technology development,the development and application of financial technology promote the rapid development of new technology and new products.Analyzing the chances and threats of the retail business of ZS Bank Jinan branch,the chances are the followings:the opportunity of the overall economic situation and personal wealth accumulation;retail business risk is relatively dispersed,asset quality is relatively high;the help of financial technology development.The threats are competition within the industry and new entrants into the original competitive environment.From the point of view internal environment,the retail business of ZS Bank Jinan branch has the following advantages:the advantages of business layout,the advantages of risk management,the advantages of financial product innovation,the advantages of service quality,and the advantages of brand image.The disadvantages are the followings:disadvantage on the market,inferior products and the development of the customers' habits.The conclusion of all of the analysis and evaluation is ZS Bank Jinan branch should imply the strategy of differentiation which based on Internet plus platform and relying on the financial technology.On the base of making full use of its own advantages,the strategy of differentiation is carried out from the aspects of market selection,target group,product configuration,marketing mode and so on.At last,we provide several guarantee measures to insure the successful implementation of the competition strategy of ZS Bank Jinan branch.