Research On Development Strategy Of Bond Underwriting Business In Jiangxi Province Branch Of ZH Bank

In recent years,the regulatory level has adopted the situation of strict control over the investment banking business innovation of many Banks.There are various of method for commercial banks to invest,such as non-standard financial management,equity pledge and entrusted debt,have been restricted,and new business directions are urgently needed.Debt financing as an important direction of the investment banking business,effective in the form of direct financing service the real economy,and there is no layers of nested structure design,comply with the regulation the tenet of "back to basics",in addition,with continuous promote RMB internationalization,enterprises in overseas financing and foreign enterprises to raise funds in the Chinese market demand is growing,makes bond underwriting business the importance of the transformation of commercial Banks.In 2017,the size of inter-bank bond market issuance was 7.94 trillion yuan,and the total size of social financing increased by 19.4 trillion yuan,accounting for 40.93 percent.However,there are also many problems behind the rapid development of the market,such as the frequent occurrence of bond defaults,fierce competition in the industry,leading to a price war,and competing for projects for market ranking with zero profits.In such a severe market competition environment,how to improve their business capacity and effectively expand the bond underwriting business is a harsh problem confronting many commercial Banks.Established in 1974,the jiangxi branch of ZH bank is a first-level branch under the jurisdiction of ZH bank in jiangxi province.After 44 years of development,ZH bank has more than 7,000 employees and more than 280 business branches covering 11 cities and regions in the province.In recent years,the useful bank branch in jiangxi province based on actual,long-term perspective and put forward the pursuit of "three best" development goals,namely,the best service,best image,best performance,explained the organic combination of Banks,employee benefits and social benefits of profound connotation,bear the social responsibility and promoting market competitiveness of a win-win situation.But from the bond underwriting business,ZH bank's jiangxi branch has faced a serious situation of market share erosion.In 2015,the domestic debt underwriting scale of ZH bank's jiangxi branch was 3 billion yuan;in 2016,it was only 280 million yuan;in 2017,it was only 300 million yuan.The reduced scale also meant a serious loss of key customers.According to the basic situation of useful bank jiangxi branch bond underwriting business,about the present situation of useful bank jiangxi branch bond underwriting business,internal and external environment,and the analysis of existing problems,using the method of SWOT to analyze its business development environment,the advantages and disadvantages of the internal and external opportunity and draw the useful bank jiangxi branch bond underwriting business take reverse type strategy,so as to accelerate the development of bond underwriting,form their own core competitiveness.The jiangxi branch of ZH bank should adopt the following development strategies: first,improve the product management system and system,improve the credit system to improve the efficiency of examination and approval,steadily promote the conventional business varieties and strengthen the application of innovative products.Secondly,we should do well in customer marketing and relationship maintenance,consolidate the target customer base,strengthen the integrated marketing within the system,and strengthen the cooperation with the group and other inter-bank organizations.Thirdly,improve the organizational structure and professional team building,design a reasonable marketing system,improve the professional level of the team,and improve the performance evaluation and incentive mechanism.Finally,further improve the risk control measures,effectively fulfill the responsibility of due diligence,strengthen the follow-up management,and improve the risk prevention and emergency mechanism.With the current academic research centered on the bond market,bond issuers and bond with the product itself,this article through to the bond market based on the analysis of all kinds of products,focus on commercial Banks how to effectively develop bond underwriting business are discussed in this paper,through the in-depth analysis of actual cases proposed the corresponding opinion suggestion,can be used for other financial institutions with such business play a certain reference function.