A Research Of Development Strategyof JS Bank Yangzhou Branch

In the 19 th National Congress of the Communist Party of China put forward the guiding ideology of comprehensive deepening reform,a new round of financial reform prelude has been opened,and the banking industry is facing the policy environment which is also undergoing profound changes,more stringent prudential supervision,marketization of interest rate and exchange rate,capital account liberalization and financial disintermediation of multiple change approaches.In addition,from the perspective of technological innovation,the next five years will probably be the five year of the booming Internet finance.Using the technology of Internet and big data can consolidate and enhance the competitive advantage of banks.If not,they will probably be eliminated in competition.To cope with these complex environmental changes,banks need to set up a strategic plan that is suitable for them to ensure that banks have a clear direction on the road of sustainable development.This paper taking JS bank Yangzhou branch as the research object,using scientific strategic management analysis method,systematically analyzes the external macro environment,the Yangzhou branch of the current competitive environment,using PEST analysis method,from four aspects of political,economic,social and technical reviews Yangzhou branch business macro environmental conditions.Based on the five force model analysis method,the industry competition environment of Yangzhou branch is analyzed from five perspectives: interbank competition,potential entrant threat,upstream supplier bargaining power,downstream consumer bargaining power and substitute threat.At the same time,based on the in-depth analysis of the operation status of JS bank Yangzhou branch,we further summarize the core resources and main problems of JS bank in the process of business development.On this basis,the evaluation matrix of urban commercial banks' strategic choice is constructed,and the future strategic direction of JS bank Yangzhou branch is determined based on expert ratings.Accordingly,the strategy implementation plan and safeguard measures are put forward accordingly.The main research results of this paper include:(1)through the analysis of the PEST and Potter "five forces" model that JS bank external business environment is undergoing dramatic changes,opportunities and challenges,for the Yangzhou branch of JS bank,based on the current situation of management,how to adjust thedevelopment strategy has important practical significance.(2)According to the city commercial bank strategic choice method of evaluation matrix and weighting expert scoring,can be found in the internal factors,affecting the inferior indexes of Yangzhou branch of JS bank is greater than the advantage index,external factors,influence the opportunity index of JS bank Yangzhou branch is greater than the threat index,and JS bank Yangzhou branch should select the WO strategy in the choice of development strategy,its core idea is to overcome their disadvantages,grasp the development opportunity.(3)On the basis of defining the direction of strategic choice of JS bank Yangzhou branch,this paper further formulated the strategy implementation plan from the company level and the property level,which can be summarized as: "overcome the weakness and become the first class comprehensive financial service provider in Yangzhou area".