A Study On The Market Competitiveness Promotion Strategy Of Guangdong Branch Of CCB

In recent years,China's financial industry has accelerated the pace of reform.At present,China's economic structure is in a phase of deep adjustment,economic growth,new and old kinetic energy conversion,macroeconomic downturn,China's economic growth rate slowed down.Under the new normal economy,the living environment of banks has changed.At the same time,with the development of Internet banking and the trend of interest rate marketization,the traditional business models and profit methods of commercial banks have been impacted and faced with unprecedented opportunities and challenges.The sustainable development of commercial banks is closely related to whether they can adjust their own strategies and successful transformation.As one of the four branches of state owned commercial banks,Guangdong branch of Construction Bank has been developing rapidly for many years and has become a big financial institution in Guangdong province.But in recent years,the financial impact of the Internet and financial media diversification competition,and the traditional credit demand and spreads narrowing in the credit scale control of non-performing assets,rapid exposure of the "new normal" under the influence of adverse factors,the Construction Bank branch in Guangdong province is facing the hitherto unknown pressure and severe challenges,market share the decline,the market competition ability has declined.Therefore,faced with the current market competition environment,how to improve its market competitiveness has become an important issue for Guangdong branch of construction bank.Based on this situation,the Construction Bank Guangdong branch as the research object,using the theories of economics and management as the basis,combined with the Guangdong branch of China Construction Bank development present situation,analyzes the external macro environment of China Construction Bank Guangdong branch of the use of PEST technology,using the five forces model to analyze the competition situation of China Construction Bank Guangdong branch institute in the industry,and then using the SWOT analysis method of different combinations of strategies to enhance the market competitiveness of the.Then through the establishment of evaluation index system of market competitiveness,using principal component analysis method for quantitative evaluation,the China Construction Bank in the four major state-owned commercial banks competitiveness ranking,believe that the development of strategy,organization management,incentive and resource investment,market management,employee morale etc.is the reason that Guangdong branch of China construction bank market competitiveness.And put forward the key city for priority development,reform the management mechanism,improve the incentive and restraint,expand customer scale and enhance the intermediate business income and the main measures to improve market competitiveness of the application number.