Research On Strategic Transformation Of J Bank Under The New Normal

Since 2015,China's economy has gradually entered the "new normal",economic growth has entered into the "shift speed" period,the growth momentum is also accelerating to transform.For the municipal commercial banks,they are also confronted with major challenges of development.On the one hand,from the over-all banking environment,the net interest margin compression brings bank profit pressure,at the same time,the inertia of non-performing loans brought about by the pressure of asset quality and the impact of the internet financial shocks suppress the development of municipal commercial banks;On the other hand,with the abolition of the upper bound of deposit and loan ratio,the implementation of the deposit insurance system,private banking license approval and other policies continue to carry out,financial regulatory market reform also impacted the traditional banking pattern.In addition,large commercial banks,rural credit cooperatives to use its strong resource advantages and financial advantages continue to compress the municipal commercial banks' market space.Therefore,how to adapt to the current rapidly changing industry impact,to maintain their own advantages and to develop steadily is an inevitable problem for the municipal commercial banks.J Bank is a local municipal commercial bank in Jiangxi Province,over the past decade,J Bank has rapidly developed,and its asset size has reached 285 times of its establishment.However,due to the policy side and the market environment,in recent years there has been a decline of growth,non-performing rate and other issues in J Bank,these issues are universal for the municipal commercial banks.In order to get rid of these dilemmas,from the beginning of 2015,J Bank began to set about "financial market,corporate business,retail business,small micro-business" four main line reform,and proceeded to develop the Bank's five-year strategic development plan.From the planning program,which covers the various business lines of the support system and development strategy,designed to build J Bank as a developing,innovative and efficient modern municipal commercial bank.This paper first analyzes the external environment that J Bank currently faces.In this paper,the PEST model is used to analyze the macroscopic environment,and the Porter model is used to analyze the industry environment and the external opportunities and threats faced by J Bank are pointed out.Secondly,by describing the current development situation and management status of J Bank,and the ability of the J-bank to obtain the internal environment of J Bank development,and pointed out the internal advantages and disadvantages of its development,on this basis,summed up the core competitiveness of J Bank development;Finally,this paper describe J Bank's strategic thinking and measures in details and pointed out that J Bank's future development orientation and development direction: increase the layout of the county economy,focus on expanding business areas,to create a characteristic development model,to explore integrated management,and do special,fine,and strive to become good Jiangxi Banking industry "vanguard".The writing of this article can provide some reference for the strategic management of domestic city firms and make some theoretical exploration for the sustainable development of municipal commercial bank.