Research On Development Strategy Of Dongying Branch Of Industrial And Commercial Bank Of China

In recent years,downward pressure on the global economy has been building,the financial risk situation has become grim,the US policy towards China has changed dramatically,and the outbreak of co VID-19 abroad has not been effectively controlled.At the same time,the development of financial science and technology as well as the accelerated of interest rate liberalization,gradually changed the customers demand characteristics and financial market structure,how to quickly adapt to the rapidly changing market economy environment,effectively cope with fierce competition and the impact of the Internet financial,and achieve stable development,become the urgent topic of domestic commercial Banks.This paper takes dongying branch of industrial and commercial bank of China(hereinafter referred to as "ICBC Dongying Branch")as the research object,on the basis of studying,sorting out,analyzing and studying the theory and literature of enterprise strategic management and commercial bank development strategic management,and using the way such as visiting research and targeted conversations,as well as according to the collected,processed and sorted data,expounds the internal environment of ICBC Dongying Branch from the aspects of personnel structure,institution setting,business development,and risk control.Then,this paper through PEST analysis,Porter’s five Forces model and SWOT analysis to research the macro-environment,industrial environment,strengths,weakness,opportunities and threats of ICBC Dongying Branch,and mainly discusses the selection,the way to carry out strategy and safeguard measures of the enterprise’s future development strategy.This paper firstly expounds the macro-environment and industrial environment of Dongying ICBC through PEST analysis and five-force model analysis,and concludes that the external environment of the enterprise contains both opportunities and challenges.Secondly,a SWOT matrix was constructed to list the strengths,weaknesses,opportunities and threats of the enterprise,and four strategic alternatives are obtained through combination.Thirdly,in order to make a relatively objective and reasonable decision on corporate strategy,this paper constructs a QSPM matrix,uses expert scoring and analytic hierarchy process to clarify the weights and scores of various elements,at the same time considers the strategic guidelines of the head office,thus determines the development strategy of ICBC Dongying Branch as ST diversification strategy.Then,from the perspective of diversified development of personal financial business,corporate financial business and Internet financial business,as well as the risk management system,human resources management and other daily management work,this paper raises some ways to carry out strategies.Finally,effective measures to ensure the strategic implementation of ICBC Dongying Branch are raises from the ideological concept of the establishment,organizational structure reform and compliance culture construction.This paper aims to enrich and supplement the research on the strategic development of domestic financial institutions.Some weakness and part of the threat faced by ICBC Dongying Branch have a certain degree of universal applicability to the domestic banking industry especially banks in Dongying area,and It is hoped that the research results can provide reference for the development of domestic commercial bank.