Research On The Development Strategy Of Investment Banking Business Of Bank Of Communications Shaanxi Branch

With the reform and opening-up and the continuous development of commercial banks,investment banking business has become a business area that commercial banks have been involved in.The competition of investment banking business is increasingly fierce.The market share and income scale of investment banking business of commercial banks have a significant impact on the market share and overall profits of commercial banks.Taking the development strategy of investment banking business of Shaanxi Branch of Bank of Communications as the research object,this paper has read the previous research results and relevant materials on enterprise development strategy and investment banking business development of commercial banks,studied deeply the relevant theories of enterprise strategic management,and summarized the previous research results and their own understanding of investment banking business development strategy.All right.Through the use of PEST theory to branch the macro environment,Porter's Five Forces Model is used to analyze the competitiveness of the industry,and the theory of mutual complementarity is used to supplement the competitiveness of the industry.It is concluded that the risks and opportunities coexist in the development of investment banking business under the current external environment,and the opportunities outweigh the risks.Then through the analysis of internal environmental factors such as enterprise resources,organizational structure,business ability,marketing ability and risk management ability of Bank of Communications Shaanxi Branch,the advantages and disadvantages of internal environmental factors of Bank of Communications Shaanxi Branch are obtained,and the conclusion that the current internal environmental advantages outweigh disadvantages is drawn through the internal environmental factors evaluation matrix.Based on the analysis of external environment and internal environment,the SWOT model is used to analyze the opportunities and risks,advantages and disadvantages.It is concluded that the investment banking business of Bank of Communications Shaanxi Branch is suitable to adopt the growth strategy of market penetration and product development(SO strategy)and the relevant diversification strategy(ST strategy).Subsequently,according to the development strategy,the implementation plan of the strategy was formulated,and the safeguard measures for the implementation of the strategy were supplemented and improved to ensure that the strategic objectives could be accomplished as planned.