| In recent years,with the development of RMB internationalization,the establishment of pilot free trade zones and the implementation of the "One Belt One Road" initiative,our country’s foreign trade has achieved great development.In 2021,the total value of imports and exports of goods trade reached 39.1 trillion yuan,and China remains the largest country in the world in respect of goods trade.At the same time,the State Administration of Foreign Exchange has made efforts to streamline administration and delegate powers,and has issued a large number of trade and investment facilitation policies,which have brought tremendous convenience to the multinational operations of enterprises.With the in-depth development of our country’s interest rate marketization,the traditional "deposit-loan differential" profit model of the banking industry is unsustainable,forcing banks to explore profit model transformation plans.As an important type of banking business,international business has the characteristics of less capital occupation,self-compensation,low risk,and high return.It is an important source of commercial banks’ intermediary business income,and has become an important means of commercial bank’s profit model transformation which is highly valued by various banks.This article takes H Bank,a city commercial bank in Shandong Province,as the research object.Since its establishment ten years ago,the International Business Department of H Bank has made certain achievements in product development,marketing,system construction,and risk management.In 2020,H Bank has completed an international settlement volume of US$4.855 billion,and realize an intermediary business income of RMB49,331,600 in international business lines.However,in the fierce market competition,there is still a big gap between H Bank’s international business and its advanced peers.Therefore,formulating a competitive strategy suitable for the development of H Bank’s international business is particularly important for H Bank to increase its revenue and realize the transformation of its profit model.This article mainly adopts the investigation and research method to obtain a large amount of business data of H Bank’s international business through field research,and then analyzes and compares the data with other banks;through questionnaire surveys,the international business managers of H Bank are investigated and the quantitative data on the key internal and external factors that have an influence on the development of H Bank’s international business is obtained.Based on the systematic study of corporate competitive strategy theory,.this thesis uses analysis tools such as PEST model,Porter’s five forces model,and value chain model to analyze the external opportunities and threats faced by H Bank’s international business development as well as internal strengths and weaknesses.Subsequently,through a combination of qualitative analysis and QSPM quantitative analysis,alternative competitive strategies were evaluated,and the differentiation strategy was finally determined to be the competitive strategy suitable for H Bank’s international business.According to the differentiated competition strategy,this thesis proposes that H Bank should adopt the four differentiating strategy implementation measures which are brand differentiation,product differentiation,industry differentiation and marketing differentiation,as well as the six safeguard measures which are adjusting the organizational structure,optimizing the assessment mechanism,building talent teams,financial technology empowerment,strengthening cooperation with other banks,and ensuring operations in compliance with regulatory requirements. |
