Research On Competitive Strategy Of Dezhou Bank

City Commercial Banks(CCBs) refer to locally joint-stock commercial banks which are invested and sponsored by industries, citizens and government finance, serving the cities and based on restructuring urban credit cooperatives. Since the first one born in 1995, China has created 143 CCBs, which become an important section of financial system, promoting financial system reform, optimizing financial structure and improving local economic development substantially. However, compared with other banking institutions, a majority of CCBs have some disadvantages, such as imperfect corporate governance structure, imbalanced business development and lack of financial innovation etc. Meanwhile, confronting with the rapid momentum of banking reform and extension of foreign banks, the competitive situation evolves serious for CCBs. Setting competitive strategy, using external chances, making the full advantages of resources and enhancing core competitiveness turn into the most compelling problems that CCBs have to resolve.This essay comprehensively studies Dezhou Bank, analyzing its competitive environment, external setting and internal resources. Drawing on domestic and foreign research on competitive strategy, this paper indicates diversified competition strategy for it, covering market positioning, product innovation, product pricing, marketing and brand building. Finally, some proposals and recommendations are stated for improving its company governance, implementing characteristics operation; heightening the management of human resources and establishing a sound internal control system etc to strengthen execution and ensure proper implementation of competitive strategy. This note is expected to help Dezhou Bank develop and carry out scientific and rational competitive strategy to enhance competitiveness, also provide useful lessons and reference for other CCBs participating in domestic and international competition.