Research On The Development Strategy Of Hua Xia Bank Qingdao Branch During The Transformation Period

Under the impetus of comprehensive reform,China's economic pattern is entering a new normal phase;and its financial market is beginning to get over constrains,having a broader developing space.Nowadays,in China's domestic financial market,there is a remarkable phenomenon which is called the ‘three-changes'.The ‘three-changes' phenomenon refers to interest rate liberalization,financial disintermediation and channel networking.Among these,financial disintermediation has accelerated the process of asset-backed securitization,broadening enterprises' financing channels.The increasing promotion of direct financing weakens traditional bank's status as an intermediary.Channel networking means the rise of new Internet finance has changed traditional financial marketing model and marketing channel.Therefore,facing with all these changes,commercial banks exposed many problems such as the lacking growth motivity of traditional business profitability;interest-rate spread shrinking and losing customers etc..Besides,the competition between commercial banks has expanded,which means now commercial banks also have to compete with internet enterprises.All these phenomenon shows the confrontation between traditional finance and the new ecology era finance.Traditional commercial banks are now facing severe challenges from the structure reforming in the industry and internet finance,on account of their fixed business model,deficient channel and scanty product innovation.Only if traditional commercial banks adjust their survival modes by transformation immediately,can they establish themselves in the new era.The main contents of the dissertation are as follows:Chapter one.Introduction.The first chapter introduces the background,objectives and significance of the research which lays out the principal orientation of this paper.This chapter also presents a review of comparative researches at home and abroad,the methodology applied in study and potential innovation of this thesis.Chapter two.Definitions and theoretical basis.This chapter established the theoretical foundation by specifying and demonstrating corresponding concepts and fundamental theories related to this paper,involving the conceptual analysis of enterprise development strategy,the PEST analysis methodology,the Porter's five-force analysis model,and the SWOT analysis.Chapter three.The development of Qingdao branch of Huaxia Bank.The third chapter summarizes the development of Qingdao branch of Huaxia Bank and points out its existing problems.The Qingdao branch of Huaxia Bank has set up relative advantages over comprehensive capability,customer service,brand building and public benefits activities.Meanwhile,its future prospects are possibility restricted when it comes to the establishment of developmental basis,the framework of systematic management and the team construction.Chapter four.Environmental analysis of Huaxia Bank Qingdao branch in Transformation Period.Chapter four discusses the internal and external environment of Huaxia Bank Qingdao branch in Transformation Period by using PEST Analysis Method and Porter Five-force Model.The PEST Analysis is applied in this chapter involving political factors,economic factors,social factors and technical factors;The Porter's Five-Force Model analyzes the industrial competition based on the threat of new entrants and substitutes,the bargaining power of suppliers and buyers,and also the rivalry within the industry.In addition,the chapter discusses the internal environment through examining the organizational structure,characteristic business and operational situations of the bank.Chapter five.The developing strategy of Huaxia Bank Qingdao branch in transformation periodThis chapter exhibits the strategy positioning and aiming in regard to the development of Huaxia Bank Qingdao branch in transformation period,while provides the corresponding strategy formulation based on the SWOT analysis of the bank.Chapter Six.The guarantee measures for Huaxia Bank's developing strategy in transformation period.The sixth chapter proposes the guarantee measures for Huaxia Bank's developing strategy in transformation period.Main guarantee measures are summarized as follows.1.Business channel expanding,which focus on the improvement of retailing sectors,the progress on international market,and the business of middle and small-sized enterprises.2.Market positioning and segmentation.This refers to the clarification of target customers and business segments.3.Talents cultivation and technology innovation,which corresponds to the enhancement of technology innovation and the establishment of supportive guarantees for talents.4.Risk management system.The reinforcement of risk management framework will put emphasis on the systematic management of credit risk,market risk,operational risk,liquidity risk and the internal control function.Chapter Seven.The conclusion part.A summary of the full test.