| With the deepening of the economic transformation,marketization of interest rate and the vigorous development of Internet banking,the development of China’s banking industry is facing severe challenges.City commercial banks as an important part of the banking system,facing the dual challenges of market competition and the development of its transformation.The most prominent problem is the market positioning’s not accurate enough,and lack of differentiation development strategies.This paper selects Zhejiang Tailong commercial bank as the research object.Through the analysis of its external and internal environment,we build the internal and external factor evaluation matrix.Subsequently,comprehensive use of SWOT analysis matrix and list the relevant alternative strategies.By constructing the QSPM analysis matrix,to score the specific program of the best competitive strategy combination,determining the differentiation strategy as the best competitive strategy.Finally,the difference development path of Zhejiang Tailong commercial bank should be: taking market positioning as the core,taking business model as approach,taking the service system,property rights structure,organizational structure and corporate culture as the guarantee,to achieve market-oriented and sustainable development.With the further advance of the interest rate market and the deposit insurance system,the government should also be the national macro level top-level design,adhere to the concept of development of city commercial banks inclusive.The government should also establish policy guidance and management system,from providing a good policy environment,strengthen the favorable market guidance,to guide the city commercial banks adhere to the strategy pace difference.To realize the banking sector and the real economy complement each other. |
