Research On The Competitiveness Of Corporate Bussiness Of Minsheng Bank L Branch

As an important business component of commercial banks,corporate banking is an important source of profits for commercial banks.With the supply side reform,industrial structure adjustment and interest rate marketization,the company’s customers’ demand for financial products and services has also changed.In the new era,the corporate business has gradually changed from the traditional extensive credit operation mode to the intensive,refined and specialized one.In the face of increasingly fierce competition,Minsheng Bank L Branch lacks a solid foundation for corporate customers,the growth of non-performing assets has seriously eroded operating profits,and the lack of professional talents and other issues,so it is urgent to adjust the corporate business competition strategy.Firstly,this paper analyzes the external environment of Minsheng Bank L Branch from three aspects: marco environment,industry environment and market environment.Starting from the strategic positioning of the head office,this paper reveals the advantages and disadvantages of L Branch for corporate business through the comparison with other banks,as well as the scale change,business types and market ranking of corporate business.According to the reality of L Branch,this paper analyzes the applicability of cost leading,centralized and differentiated competitive strategy,points out that Minsheng Bank L Branch should adopt differentiated competitive strategy in the development of corporate business,and discusses the differentiation of market positioning,products,services and pricing.Then it puts forward the implementation guarantee measures of differentiation strategy,including the construction of comprehensive risk management system,the establishment of precision marketing mechanism,refined management,technical support,human resources protection and corporate culture construction.