| Bank A was established in Nanjing in 1998,and listed in 2010.With 20 years of development,Bank A has developed rapidly because ofits Group’s strong brand image and excellent regional business environment.And now it has a business structure containing traditional deposit and lending business and intermediary business.With the implementation of the interest rate liberalization policy,the profit margins of traditional businesses represented by traditional deposits and loans are constantly being reduced.At the same time,middle business like investment banking,bank card,settlement and clearing,agency,custody,and wealth management shows better and better profitability and gradually becomes a new competition area where all banks start to exert their efforts.Although Bank A hasmade some progress,its intermediary business still faces a few problems,Like a slow growth and a low contribution rate of its revenue,irrationality of its revenue structure,awareness of innovation,lack of strategic position,and so on,which hinder Bank A develop rapidly and healthily.Under the above background,this thesis from the perspective of strategic management,applies the PEST analysis,the SWOT analysis,the Five Force Model and other related theoretical foundations and management analysis tools,according to the logic framework of Status Analysis-Problem Definition-Environmental Analysis-Strategic Position-Strategic Implementation Path-Safeguard Measures,suing the methods of literature searching,on-the-spot interview,case study,combination of qualitative and quantitative to make an exploratory study on the innovational development of Bank A.Firstly,we analysis the current operating status of Bank A’s intermediate business,and extract the main problems that Bank A faces in the process of business development.Secondly,we make a comprehensive analysis of internal and external environment to define the strategic positioning of the middle business in the future.Then,based on the strategic positioning,we study its future business innovation in four dimensions by using the four-element model of business model.Finally,in order to ensure the innovation measures to be carried out smoothly,we propose relevant measures from the aspect of institutional mechanisms within the organization.The research holds that,Bank A’s intermediary business has faced both opportunities and challenges.Bank A must seize the opportunity to effectively develop its own advantages and enhance its intermediary business to the strategic level.Bank A ’s future innovation strategic position: to enhance customer experience,to insist market demand-oriented,to make product and service innovation as the basic principle,to improve information technology and systemmanagement as a guarantee,so that it can constantly optimize the product structure and realize both customers’ and Bank A’svalue.Bank A should optimize and improve existing intermediate business innovation strategies from four aspects: customer value innovation,key process innovation,key resources and capability innovation,and profit model innovation,and finally establish its own core competitive advantage of intermediate business.And finally,the bank should through the management structure adjustment,human resource planning,incentive mechanism improvement,enterprise culture construction and other internal mechanisms to guarantee the smooth realization of Bank A. |
