The Study Of Retail Business Competitive Strategy Of Shenyang Commercial Bank

In the financial industry of our country, urban credit cooperatives as the predecessorof the city commercial bank development started relatively late, in order to compete in thecurrent increasingly fierce of the banking industry better survival and development of themargins of society, needs based on the reality of their own, to find their own strongeffective way. To this end, China’s city commercial Banks have to avoid the heat inbanking competition, actively open up new exploration, foster strengths and circumventweaknesses, make its advantages, improve their comprehensive competitiveness. Retailbusiness can better play to the city commercial bank network coverage, business is dealtwith the advantages of easy, has become the city commercial Banks to develop and expandtheir own inevitable choice. Shenyang Commercial Bank in October18,1998after thepeople’s bank of China head office formally approved the establishment, in20072menstrual approved by the China banking regulatory commission renamed Shengjing Bank,and implement cross-regional business. As the earliest and largest in the northeast, thestrength of the headquarters of the bank, bank of Shengjing adhere to the Public Banks,pratt&whitney citizens, people-oriented service line features, development and innovationof financial products, channels and living close to the citizen service, become thecollection charges in Liaoshen project, the service function of the most complete ofcommercial banks. To enhance the market competitiveness of the retail business ofShengjing bank, in an increasingly competitive banking retail business to grab moremarket share, exert its resource advantage, need to develop a scientific and effectivecompetitive strategy.The article chose Commercial Banks in Shenyang as the research object, studied thecompetitive strategy of retail business. The main research conclusions are as follows:firstly, by means of Shenyang Commercial Bank retail business competitive strategyformulation and implementation of the present situation investigation, found the main problems are: the current competition strategy of retail business of commercial bank inShenyang did not play its resource advantage; Shenyang Bommercial Bank retail businesscompetitive strategy formulation lacks analysis of competitors; Shenyang retail business ofcommercial bank’s competition strategy for lack of accurate analysis of the target customerneeds; Shenyang commercial bank retail business competitive strategy for a lack of clearmarket positioning; The retail business of commercial bank in Shenyang grass-roots staff’sunderstanding of competitive strategy and implementation does not reach the designatedposition; Of Shenyang commercial bank retail business competitive strategy in the processof the implementation of the lack of effective supervision and feedback. Secondly, throughSWOT method for qualitative analysis, the retail business of commercial bank in Shenyangdevelopment strengths, weaknesses, threats and opportunities. Thirdly, in view ofShenyang commercial bank retail business competitive strategy formulation andimplementation of existing problems, and put forward the following Suggestions forimprovement, namely innovative products, adhere to the differentiation competitivestrategy; Attaches great importance to the talent, implement the strategy of talentcompetition; Brand, pay attention to brand competition strategies. In order to ensure thesmooth operation of the retail business of commercial bank in Shenyang competitionstrategy effective implementation, this chapter also puts forward some safeguard measures,which increases bank retail business competitive strategy consciousness; Adhere to theprinciple of focus on the future bank status based; Formulate strategy implementation ofthe strict management system; Form a timely feedback on the implementation ofcompetitive strategy.