Research On Business Strategy Of Nanjing Bank Under The Background Of Marketization Of Interest Rate

The 19 th National Congress of the CPC pointed out that it is necessary to deepen the reform of the financial system and enhance the ability of financial to serve entity economy,it also pointed that it is necessary to make the market play a decisive role in the allocation of resources,marketization of interest rate is an important measure to achieve this goal,since 1996,China started the marketization of interest rate.This thesis reviews the current status of Nanjing Bank's operation,use SWOT method to analyze the advantages,weaknesses,opportunities and challenges of Nanjing Bank,finally gives the business strategy under the marketization of interest rate.(1)Nanjing Bank is still a city commercial bank with Nanjing as it's main market,in recent years,it has enjoyed rapid development in Jiangsu and Shanghai,but its business in Beijing and Zhejiang is shrinking.Loan income accounted for a relatively low proportion of total revenue,the proportion of funds total revenue was significantly higher than other banks,intermediary business accounted for a lower proportion of total revenue.(2)Nanjing Bank 's advantages mainly include the advantages of localization,flexibility and management,it's weaknesses mainly include small size,brand name is not famous,fewer outlets,it's opportunities mainly include rapid economic growth,technological innovation,economic restructuring,it's challenges mainly include the intense competition in banking industry,the challenge of structural transformation and the impact of financial innovation.(3)Nanjing Bank should adjust its development strategy from the following aspects:accelerate the pace of cross-regional development,consolidate the market advantage in Nanjing and Jiangsu,grasp the opportunities of the development of Jiangbei New Area and the radiation effects of the new headquarters in Shanghai.Promote mixed operation and strive for a new financial license,change management philosophy,pay more attention to Internet thinking and risk control,establish a differentiated strategy to win in the local market.It should adjust its business strategy from the following aspects: optimize the business structure and improve the competitiveness of intermediary business,strengthen brand promotion so as to improve visibility,optimize service quality and improve the experience of customer.It should improve internal management from the following aspects:improve corporate governance structure,enhance the ability of risk monitoring and risk management,pay more attention to talent pool and personnel training,promote the building of enterprise culture.