Research On SME Bussiness Competitive Strategy Of Bank Of China Gansu Branch

Developing the Small and medium-sized enterprises is an important part of national economy. For commercial banks, it is an inevitable choice to promote the business of the small and medium-sized enterprise, because when facing the increasingly fierce market competition, they have to make structural adjustment. "To bear social responsibility, to be the best bank" is the corporate culture of Bank of China. How to inherit this corporate culture and construct an enduring competitiveness in Gansu province is a question for the Gansu Branch. At the same time, it becomes a realistic and meaningful subject. This article applies the theories and methods of strategic management to study the competitive strategy in the small and medium-sized enterprise business of the Bank of China Gansu Branch.First of all, by using the method of PEST analysis, five competitive forces analysis and competitor analysis, I make an investment on the general environment, industry environment, the competitive environment faced by the Bank of China Gansu Branch. Through the analysis of external factor evaluation matrix (EFE), I make a summary and evaluation of the key external factors.Secondly, from the angle of resource and ability, I make an investment on the internal factor of the Bank of China Gansu Branch. Through the analysis of internal factor evaluation matrix (IFE), I make a summary and evaluation of the key internal factors.Thirdly, by using the SWOT analysis tool, I put forward some selection of strategic development direction. On this basis, by comparison and contrast of the three basic strategy which including overall cost leadership strategy, differentiation strategy and centralization strategy, I eventually choose the low cost strategy as a feasible competitive strategy for Bank of China Gansu Branch in small and medium-sized enterprise business area.Finally, around the implementation of the overall cost leadership strategy, I make some specific solution on how to reduce the cost of capital, operation and risk in Bank of China Gansu Branch.