Research On The Development Strategy Of Corporate Deposit Business Of Branch C Of Bank A Under The New Situation

It has become a consensus that the quality of deposits determines the success of banks.The development of deposits not only directly affects the profit growth of commercial banks,but also indirectly affects the development of asset business,and then determines the development scale.Corporate deposits account for more than 50 percent of deposits in China’s commercial banks,making them the most important source of deposits.Commercial banks play a decisive role in green development,industrial upgrading and transformation,inclusive finance,rural revitalization and other key areas in the current economic climate.Only by continuously improving the ability of deposit management can commercial banks better support economic development.Therefore,it is of great significance to study the development strategy of commercial bank’s corporate deposits business under the background of interest rate liberalization,policy refinement,strict regulation,personalized customer demand and fierce competition in the same industry.This thesis studies the development strategy of corporate deposit business of Branch C of Bank A in the order of strategic analysis,strategic selection and strategic implementation based on strategic management theory,and strives to provide reference for other commercial banks.Firstly,it analyzes the external environment of corporate deposit business of branch C of Bank A;the first is to study the status quo of corporate deposit business in the whole country and C city from three dimensions of region,maturity and structure;the second is to analyze the characteristics of the main competitors in City C;the third is to summarize the way that commercial banks absorb corporate deposits;the fourth is to summarize the development opportunities and challenges of corporate deposit business at the macro level.Secondly,it analyzes the data of corporate deposits of Branch C of Bank A in the past three years from the four dimensions of regional characteristics,size distribution,maturity distribution and customer group structure,and studies the development status of its corporate deposits business.The innovation lies in that the corporate deposit customers are divided into 17 types according to the nature of customers,industry attributes,shareholder background,etc.,and the deposit market situation and capital characteristics of each type are analyzed in detail.Thirdly,it uses SWOT matrix and EFE/IFE matrix to evaluate the competitive situation of branch C of Bank A based on the above analysis conclusions.It is clear that the development of corporate deposit business should choose intensive growth strategy under the conclusion that internal advantages outweigh disadvantages and external opportunities outweigh threats.Finally,it puts forward specific strategies and safeguard measures according to the implementation steps of intensive growth strategy.The market penetration strategy is to pay close attention to market dynamics in real time,actively participate in market bidding,increase capital investment,strengthen the promotion and application of key products,and expand the channels of increasing deposits by means of fintech.The market development strategy is to seize the blank market by improving the coverage of business outlets in stages,and expand the potential customer group in the region by giving full play to the network;Build a layered marketing system and a closed loop of capital flow,and expand the market scope by relying on the batch expansion and storage of industrial chain and capital chain.The product development strategy is to increase innovation in accordance with the concept of "first innovation,early innovation and fast innovation",and achieve deposit growth by creating deposit increase scenarios in consumption,government affairs and other fields.The safeguard measures are to improve the organizational structure,refine the process management,optimize the allocation of resources,and strengthen the team building.