Research On The Competitive Strategy Of Public Buiness In Branch L Of Bank G

The current global economic environment is intricate and complex,with economic instability and uncertainty continuing to increase and inflation remaining high.Although the domestic economy is showing a recovery,production has not recovered as expected due to a combination of factors such as the epidemic,domestic demand is not strong enough,and the overall economic dynamics are still at a low level.Along with the booming development of Internet finance in recent years,coupled with the market reform of interest rates and the promotion of financial disintermediation,the development of traditional commercial banks’public business has gradually slowed down,business bottlenecks have gradually emerged,and the overall profitability has also declined.Therefore,commercial banks’ public business must be transformed as soon as possible to adapt to the changes in the market environment.As the core business of commercial banks,public business provides an important support for their profits.Therefore,formulating the most feasible competitive strategy for public business is a key issue that major commercial banks need to address urgently.Based on strategic management theory,competitive strategy theory and core competitiveness theory,and using analytical tools such as PEST analysis,Porter’s five forces model,SWOT analysis and QSPM matrix,this paper conducts a profound analysis of the external and internal environment faced by G Bank L Branch and finds that the bank is currently facing opportunities such as:stable political situation,macroeconomic rebound The bank is facing the following opportunities:stable political situation,macroeconomic rebound,financial technology advantage brings development opportunities,rich social resources stimulates new vitality of public business,preferential policies for financial inclusion bring development opportunities,and interest rate marketization leads to greater independent pricing power.Threats include:further strengthening of internal and external regulation,accelerated financial disintermediation impacting the banking industry’s position,gradually increasing bargaining power of customers,serious homogenisation of banking products,increased competition from potential entrants,and interest rate marketisation narrowing the profitability of liability business.Branch L also has the advantages of strong overall competitiveness of the bank,good reputation resource advantage,rich customer resources,strong technological power,perfect risk management system and rich business product variety;as well as the disadvantages of weak marketing awareness of staff,shortage of personnel,poor work motivation,inadequate performance assessment mechanism,unreasonable network layout,low business approval efficiency and low comprehensive customer contribution.This paper analyses the data through SWOT analysis and QSPM matrix analysis to analyse the competitive strategy of G Bank L Branch,and finally concludes that the differentiation strategy is the most suitable.The differentiation strategy of the public business of Branch L is implemented in four aspects:product,customer,business and service,while the implementation of the differentiation strategy is guaranteed in five dimensions:strengthening culture,optimising staffing and performance assessment,optimising business processes,strengthening risk control and bringing into play the advantages of financial technology.This paper focuses on the practical aspect,taking the problems as the guide,combining with the local regional economic background foundation,through SWOT analysis and QSPM matrix analysis to derive data,analyse the competitive strategy of branch L of G Bank,and finally conclude that the differentiation strategy is the most suitable,providing a more realistic and feasible competitive strategy ideas for commercial bank branches to formulate competitive strategies for public business,and providing reference for other G Bank This paper provides a reference for other commercial banks of G Bank and other commercial banks.This paper implements the differentiation strategy of L branch’s public business in four aspects:product,customer,business and service,and also guarantees the implementation of the differentiation strategy in four dimensions:strengthening talent team construction,strengthening risk management,strengthening business process management and financial technology guarantee,which provides a reference for the transformation and development of China’s commercial banks’ public business.