Study On The Competitive Strategy Of QLB Bank's Retail Business

Along with the constant improvement of China's financial market mechanism and reform gradually deepening,mature and complete the banking system has been forming,city commercial bank as a concern and support local economic strength,is the state-owned commercial Banks and joint-stock Banks after the rise of the third echelon,with the attitude of new forces,played a role in economic development is more and more nots allow to ignore,even beyond the amount before the echelon.Although the value of urban commercial Banks has attracted much attention in recent years and has made quite a few achievements,compared with other commercial Banks in China,most of them have their own disadvantages that are difficult to overcome,such as the inherent disadvantages of insufficient asset size,small size,poor asset quality and weak competitiveness.It is only a matter of time before the market share is divided or taken away.Therefore,the current increasingly fierce competition,what kind of retail banking business competition strategy formulated using external opportunity,exert its local the regional advantage of city commercial Banks to protect existing retail business market,grab the new market share,current QLB bank is an urgent need to solve the problem,it is the research direction and purpose.This paper takes QLB bank as the research object,comprehensively analyzes the implementation status and research results of competitive strategies related to retail banking business at home and abroad,and analyzes and compares the macro environment,competitive environment,internal and external environment faced by QLB bank.Through the above analysis,it is determined to take the differentiation competition strategy as the main competition mode,and on this basis,market segmentation,expanding distribution channels,maintaining customers to maintain the original market and expanding new fields are comprehensively elaborated.Finally,this paper proposes relevant strategies for the implementation of differentiated competition strategy,including product differentiation,service differentiation,brand differentiation and marketing differentiation.In view of these strategies,this paper lists relevant supporting guarantees made by QLB bank to ensure its normal implementation and give full play to its due effects,mainly including shaping corporate culture,optimizing organizational structure,reforming assessment system,enhancing human resources,and enhancing scientific and technological level.