A Research On Localization Development Strategy Of S Bank In China

In recent years,China’s banking industry has achieved extraordinary and leaping development.Since the opening of the China’s banking industry in 2006,the market share of foreign banks in China has not risen but fallen,and has been hovering at a low level of around 2%.Therefore,how foreign banks can find their position and give play to their advantages in the context of increasing the pace of opening up to the domestic banking industry has become an urgent need for research and further clarification of foreign banks in China.This thesis takes S Bank’s development strategy in China as the research subject.Based on the relevant research results,the thesis uses a combination of literature research method,comparative analysis method and chart data analysis to analyze the operation of foreign banks represented by S Bank in China.The current situation has identified the general problems that restrict its development in China,including limited network layout,insufficient product and service innovation,and insufficient business autonomy in branches in China.The thesis analyzes its macro PEST environment and industry in China,competitive environment and SWOT analysis of internal conditions;proposed a differentiated positioning and characteristic development strategy based on S Bank’s own advantages and in line with China’s economic and social development direction,namely,deepening the financial sector of SMEs and helping Chinese enterprises to develop ‘One Belt and One Road’ at the same time,the two-legged walking strategy of the national market along the line,combined with the centralized strategy in the national key regional development strategy and the cost-oriented strategy of cost control,constitute the basic context of S Bank’s development strategy in China.