Research On The Characteristic Development Of City Commercial Bank Network

In the new social and economic situation,city commercial banks have begun to change their development ideas and focus their development goals on the road of differentiation,digitalization and characteristic management,hoping that through differentiation and characteristic management road can achieve their own sustainable development in the changing and complex financial environment and the critical period of economic transformation,so as to better serve the economic development and financial reform.H Bank J Branch began to explore the path of characteristic development at the very beginning of its establishment,but after several years of exploration of specialty development,the results are not obvious and the expected goals are not achieved.Based on this,this paper puts forward the topic of research on the characteristic development of urban commercial bank outlets,and will carry out specific research on the characteristic development of H Bank J Branch outlets as a case.In this specific research,the characteristic development of urban commercial bank network is taken as the research object,and H Bank J Branch is taken as a specific case.The research methods such as literature analysis,questionnaire survey and case analysis are comprehensively used to study the characteristic development of H Bank J branch network.It is hoped that this study can summarize the problems existing in the development of J Branch,the advantages and disadvantages existing in the implementation of characteristic development,and the opportunities and challenges facing it,so as to put forward specific and targeted characteristic development path according to its existing problems and its own environment,and promote the characteristic development of J branch network.In the specific study,the research background,significance,relevant literature,concepts and theories involved in this study will be elaborated first,and then the financial macro environment and industrial competition environment faced by J Branch will be analyzed.On this basis,the development status and existing problems of J Branch are summarized,the characteristic development of J Branch network is analyzed by SWOT,and the characteristic development cases of domestic and foreign banks are expounded and summarized.Finally,the strategy suggestions and the implementation of safeguard measures are put forward for the specific characteristic operation development of J Branch.Based on the study of the full text,two conclusions are drawn: 1.The development status of J Branch is not optimistic,and there are many problems in its development,which mainly include inaccurate market positioning,not obvious characteristic of network construction,serious homogeneity of product portfolio,unreasonable allocation of human resources,low comprehensive service level and marketing strategy without its own characteristics.2.The advantages of the characteristic development of J Branch mainly include diversification of products and services,accumulation of a large number of small and medium-sized enterprise customers and flexible operation;Its disadvantages include low market share and brand awareness,poor asset quality and profitability,and unreasonable allocation of human resources.The main opportunities are the great potential of local economic development,the great market demand and the development of science and technology.The main challenges are fierce market competition,the rapid development of Internet finance and the promotion of mass finance.3.There are four specific strategies for the specialized development of J Branch: first,to create a specialized hardware environment;The second is to develop a special comprehensive service plan;Third,the implementation of special marketing program;Fourth,build a characteristic corporate culture.The main contribution of this study lies in choosing the characteristic development of urban commercial bank network as the research topic.On the one hand,it can further enrich and refine the theoretical research content of urban commercial bank network development;on the other hand,it can provide theoretical guidance and strategic reference for the characteristic development of urban commercial bank.