Research On Service Innovation Of HD Bank

Banking is an important part of national economy.Especially,city commercial Banks serving for the local economy,supporting small and medium-sized enterprise financing has been playing an irreplaceable role,its position in the banking system is becoming increasingly more prominent.At the same time,because of slowing growth of China's economic and the basically completing of the market-oriented interest rate reform,the banking competition gradually expands,and the survival and development of city commercial Banks in China faces a new challenge.Because of the city commercial bank's geographical restrictions and smaller asset size,they are at a disadvantagein the competition.So,it is more important to study on that how to improve the competitiveness of city commercial banks.HD bank is a city commercial bank established in the wave of system reform of urban credit cooperatives.It has similar historical background and typical characteristics as general city commercial firms.Therefore,the case study of HD bank service innovation will help to explore ways and means to enhance the competitiveness of China's urban commercial banks.This paper takes the case of HD bank service innovation as the object of study.Firstly,it introduces the basic situation and operation status of HD bank.From the main operating indicators of HD bank,we can see that since 2013,the growth rate of HD bank assets has declined markedly,and the NPL ratio has shown an obvious upward trend,and the total profit growth rate has dropped to a new historical low.A series of data show that,starting in 2013,the main indicators that reflect the operating conditions of HD banks are not performing well.In order to break through the difficulties of growth,HD bank believes that it is feasible to start with the innovation of service mode and mode.Therefore,in 2013 as a starting point,A branch as an innovation pilot line,mainly carried out two major service innovation activities.From the operational indicators,we can find that the A branch has a substantial increase in the daily average volume of business and the amount of the deposits.This shows that the HD bank's two service innovation strategies are effective,and it is necessary to analyze the reasons of its effectiveness.This paper mainly analyzes the causes of HD bank'sservice innovation from service concept,characteristic management,system construction and market positioning.Then,from the perspective of the four dimension model of service innovation,this paper gives a new explanation of the connotation of innovation achieved by HD bank.Finally,through the combination of theory and practice,the paper makes a summary of the competitiveness of HD banks in the aspects of service concept,system construction,talent strategy,market positioning and external supervision.