Research On The Core Competitiveness Of Commercial Banks

Under the trend of global economic integration,China's personal wealth level is rising.Meanwhile,it also creates favorable conditions for the development of domestic financial market,and more and more foreign financial institutions begin to enter the Chinese market.Financial institutions to further innovation of financial tools,also exacerbated the degree of competition among financial institutions,banks and other financial institutions with the change in the pattern of competition,the monopoly of state-owned banks has been gradually broken,foreign banks and new joint-stock commercial banks and large state-owned commercial banks to become the market competition subject.Financial institutions are facing many opportunities and challenges in the new round of competition.Commercial banks must enhance their core competitiveness so that they can take a place in the market.If the commercial banks want to survive and develop in the future,we must improve the core competitiveness of the two tier branches of banks,which has become the only way for commercial banks to expand their scale of development.This paper focuses on the two branch of Wanda Bank branch,discusses the internal and external environment,and further analyzes the domestic and foreign commercial banks,in the face of financial system reform measures are made,discussed many problems exist in the construction of domestic commercial bank outlets and service marketing aspects,put forward the theory of core competence.In this paper,we discuss many factors that influence the core competitiveness of the two tier sub branches,including management,marketing concept,brand image,human resources,product innovation,network layout and big data technology.In conjunction with the two branch Wanda bank many years of practice experience,the method of systematic analysis of the two branch of the bank to improve the core competitiveness,combined with the related theory,to explore the two branch of A bank to enhance the core competitiveness of countermeasures: one is the optimization of human resources;two is to strengthen the performance appraisal and improve the overall quality of staff;the three is to enhance the service consciousness and service ability;four is to improve the marketing mechanism;five is to make use of big data.Based on case analysis and theoretical research,this paper further finds out the methods to improve the core competitiveness of the two level branch.Because my theoretical knowledge is very limited,there are still many deficiencies in the study of the core competitiveness of the two tier sub branches.I hope this research can arouse the attention of scholars,and pay more attention to the core competitiveness of the two tier branches of commercial banks in the future.