Research On The Development Strategy Of Chengdu Bank's Intermediary Business

In 2006 in China over five years to join the world trade organization(WTO)protection,China's financial market comprehensive opening to the outside world,since the number of foreign Banks to participate in China's financial market competition increasingly,by contrast,foreign Banks more advanced management concept,and constantly in the process of the continuous development of business mode to complete,relying on the advantage of a growing share of the market share in China.In view of this situation,domestic commercial Banks will face increasingly fierce market competition environment in their operation and development,so they have to gradually change their business operation mode and enhance their core competitiveness.Intermediate business,liability business and asset business are the three pillar businesses of domestic commercial Banks,among which the profit created by intermediate business accounts for less than 20% in the total profit of Banks,which is far lower than that of western developed countries.Therefore,Chinese commercial Banks still need to further improve their intermediate business ability and level.Due to the relatively backward development level of intermediate business,Chengdu Bank has begun to establish and strengthen the sense of self-crisis in its operation and development.,compared with the coastal developed areas of inland financial institutions products,services,business philosophy there exists a large gap,appear this kind of situation is the root cause of inland financial institutions is difficult to get the latest products and ideas,do not have a high level of competition and will be applied to the business in the middle of the error of the business model,which has adverse effects on the long-term development of the bank.Based on the background of Chengdu Bank Co.,LTD,this paper studies how to formulate the development strategy of intermediary business of commercial Banks.Integrated use of SWOT,porter five competitive model,a variety of analysis tools such as PEST analysis model,from macro to micro,based on an overview to the points above the idea of further study of city commercial bank in the intermediary business to carry out the problems existing in the process,in under the guidance of relevant theories to bank of chengdu as an example to carry on the analysis,focusing on the theoretical system on the basis of the relative integrity of flexible application of these tools for the preparation of the bank development strategy of the business.Looking for within the scope of our country has universal applicability of the middle business development strategy is the purpose of this study,based on the business concept and types,based on the product and the income of these two perspectives in-depth study of the development of the business at this stage,analyzing influence factors for the business development,summarized the existing problems and discussed the cause of the problem,and then puts forward scientific and rational countermeasures,the first is change the management idea,and then formulates the basic development strategy,including the innovation management mechanism,improve the pricing strategy,subdividing customer and provide differentiated services,take turns and integrated service channels,and explore new marketing idea and means.