A Study On Corporate Financial Business Transformation Strategy Of BOC Zhangjiajie Branch

Tremendous changes have been taking place for Chinese commercial banks'external market environment.Although domestic economy still has the growth capacity,slower growing and structure upgrading become the new normal.With the deepening of financial disintermediation,interest rate liberalization,capital constraint and internet finance,the direct finance increases,net interest margin narrows,assets expansion is chained and bank intermediate function is wakened.Thus followed by commercial banking are a series of new problems,such as diversified deposit,weak valid credit,rising bad assets and shrunken net margin,etc.Banks will face a great pressure of management for a long period.As for the Bank of China Zhangjiajie Branch(BOCZJJ),the traditional profit modal which has relied on asset scale expansion to gain,has been challenged.At present,business transformation in financial business is the way out to reverse the unfavorable situation and realize sustainable development,because financial business plays a core role in commercial banks and is the key driver of revenue.BOCZJJ should take initiative and a positive attitude to the changing environment.Transformation should be made from the traditional savings and loan business to a diversified new business structure,from the unilateral scale and number expansion to a new developing pattern featuring quality and efficiency,from disordered marketing to a scientific marketing system,from interest margins mainly to equal attention to both interest and intermediate business income.This thesis chooses BOCZJJ as the object and makes a tentative study of corporate finance transformation tactics.Firstly,it summaries the relevant literature review of bank transformation and development at home and abroad.Secondly,it presents the analysis of the internal and external environment of corporate finance transformation in BOCZJJ by SWOT.Thirdly,it points out the target and market position for this transformation.The fourth,it proposes some tactics for corporate finance transformation from four aspects,which are management ideas,business structure,marketing system and revenue model.The fifth,it shows some supporting measures for possible blocks in transformation.Finally,it summarizes the major findings of the study for corporate finance transformation in BOCZJJ.