A Study On The Corporate Strategy Transformation Of Gansu Branch,CCB

After a prevalent shareholding system reform,state-owned commercial banks in China has experienced a booming development.However,under skittish domestic economic circumstances,and with the rapidly processing of interest rate marketization,and gradually opening financial market,the conventional primitive management strategy of these banks cannot adapt to the increasingly furious marketing competition.This paper mainly focuses on the issue of business strategy transformation of Gansu Branch of China Construction Bank(CCB).Firstly,the paper analyzes the research background from the aspects of the macro-environment,micro-environment and several realistic problems of management and operation.Secondly,it demonstrates the research significance of the exploration brought by the bank's business strategy transformation.Theoretically,the paper is based on the foreign and domestic business strategic transformation theories,and is supported by analyzes of the bank's internal and external environment,industrial competition with IFE matrix,EFE matrix and Five Forces Model,etc.Consequently,this paper finds that Gansu Branch of China Construction Bank suffers a fraction of problems in utilization of external opportunities and internal advantages.Simultaneously,there is also a crash to the company's current business,which comes from other financial institutions' competition,replacement of bank products,and enhancement of bargaining ability of customers.Furthermore,this paper also stretches the reason of the above problems in the aspect of marketing,customer structure,internal procedure,concept and performance appraisal.In addition,it is pointed out that Gansu branch's business should identify the transformation objectives in marketing status,business construction,per capita productivity and risk management.This paper also clarifies the OS strategy via SWOT analysis.In details,this strategy establishes the essential part,which is solving internal problems first,and developing pivotal business then.Moreover,this paper not only formulates a specific strategy transformation project,including implementing customer-focused concept,building promotion of competitiveness of the market orientation,consolidating customer base and strengthening customer group planning,but also illustrates the guarantee of strategy implementation and the measure of risk control as well.Based the practice of Gansu Branch of CCB,supported by domestic and foreign strategy theories and practices,the strategy transformation of provincial bank of state-owned banks in the changing environment is explored,which is of reference value for relative banks in their strategy transformation.