Strategic Positioning And Strategic Choice Of Deyang Commercial Banks

The bank of Deyang is a typical area of miniature city commercial bank, traditional deposit and loan business is the main direction of management. This paper focuses on the analysis of Deyang bank under the new situation of competitive strategic positioning and implementation strategy. Due to China’s financial regulatory policy guidance and financial industry development maturity of the restrictions, different banks have almost the same competitive strategy and strategic choice. Whether competitive strategy or a business structure, each bank is highly similar, the lack of distinctive strategic positioning, almost all of the market segments are the phenomenon of low-level redundant competition.With the advance of the interest rate market, the development of asset securitization and the rapid development of Internet banking, the development environment of the domestic banking industry has undergone tremendous changes. Financial off to seek and trend on financial innovation emerge in endlessly, make traditional bank somewhat overwhelmed, especially for domestic in the majority of the scale advantage of small city firms, recognize its position in the industry, in the financial value chain decomposition and recombination process to find suitable for self localization to in the new era in the future survival and development. In the future, only a very small number of banks can become a universal bank, most of the banks only with their own advantages, identify strategic positioning, can be in an invincible position.In this paper, we first introduce the current status of the strategic development of Deyang bank, and then through the Bank of Deyang macro environment analysis of the PEST model and industry environment analysis(Porter’s five forces model) on the development of environment to carry on the induction and the summary. In the fourth chapter, we analysis the external opportunities, threats, internal advantages and disadvantages. Using external factor evaluation matrix and internal factors evaluation matrix respectively to Deyang bank strategy of external factors and internal factors for the quantitative assessment, and then use SWOT analysis matrix, further defined the development strategy of Deyang bank should take under the new form, focusing Deyang local small and micro enterprises and focus of personal consumer credit and financial services. Finally, through a detailed analysis of the bank landing strategy in Deyang, the implementation of the Deyang bank to implement the strategy of the implementation of the proposed policy recommendations.