Strategic Research Of A Secondary Branch Of W Commercial Bank

In business management, business strategy is a kind of high-level, comprehensive decision and scheme, which is refer to the medium and long-term development of enterprises, it's also the concentrative expression of business idea, business methods, the transformation of business system and innovation. As the financial industry in china is gradually opening up and the full azimuth competition epoch in this area is coming, the business strategy study is increasingly becoming the core issue in the development of commercial banks.In this paper, a secondary branch of a state-owned commercial bank in a provincial capital (here in after it will be referred to as W commercial bank) is taken as the object of study, PEST and SWOT have been used as the strategy analysis tools to analyze its external competition environment and development status of internal operation, and then mapped out a 2-3 years business strategy planning for the bank.First, by analyzing the external environment of W bank, this paper points out that as the financial market of our country is entirely open, W commercial bank will be confronted with a competitive environment in which the competition will be more intensive,homogenization phenomenon is improved in some degree and the characteristics of each bank will appear. By analyzing the internal operation status of W commercial bank from different aspects, such as product line structure, benefits, organizational structure, human resource and so on, to show that the bank has a complete product line, nicer benefits in retail trade, excellent credit asset, stable group of customers and relative advantage on brand; however, at the same time, the data also shows that there are some problems in this bank, it's the disadvantages such as a low degree use of information technology ,the poor quality staff, imbalance between operation and the structure of income.After considering the opportunities and threats, advantages and disadvantages of the bank synthetically, the paper further uses the assembled strategy tools to establish the Bank's future development direction and positioning strategy, and proposed a detailed strategic planning and scheme. This paper presents that the implement of new strategy should take the improving the use of information technology in management and the expanding market share of electronic commercial bank as the main object, continuously improve the market competitiveness of the bank.