The Development Strategy Study For Standard Chartered Bank(China)Limited Dalian Branch

Since China joined WTO, Chinese government gradually opened the market ofCommercial Bank. Foreign banks started to seek business benefits one after another in China. Starting from the year2006, foreign banks were approved to get full licenses and could apply corporate capacity. Foreign banks got a fast growing period with full licenses and key ratio grace period. After year2011, foreign banks gradually lost preferential policies advantage after the grace period and local beneficial policies ended.At the same time, the competition environment greatly changed too:Foreign banks got great development opportunities with Chinese economic transition, such as fast development in international trade, urbanization, upgrading for industry of northeast; they also faced great challenges, such as boom in internet finance, tight financial policy, products similarity and new competitors’ in. Foreign banks only have2%of Chinese financial market share, how to survive or develop in such fierce competition environment worth great consideration and study for senior management of foreign banks.The article analyzed political environment, economic environment, social environment, technology environment by PEST theory of strategy management, analyzed industry environment by Michael Porter five forces model; analyzed resources and capability of Standard Chartered Bank (China) Limited Dalian Branch according to its present status. It analyzed strengths, weaknesses, opportunities and threads by SWOT model. It set goals and development strategy, that is to develop small enterprise business, commodity business and trade finance in priority, due to the bank has strengths and opportunities in these business; to develop local customer business by differentiation strategy due to the bank has strengths but threads; besides, the bank needs to overcome its weaknesses and control risks to guarantee the fully success results, which is " To be the best foreign bank in Dalian". Finally, it raised strategy action plans and guarantee methods from business development, resources arrangement, risk control plans and human resources management.