Research On The Competitiveness Of The Hohhot Branch Of Everbright Bank

Recently,based on the advantage of industrial resource,the economy of Inner Mongol has been developed with such an amazing rate,that the growth rate of economy ranks the first place over the whole country in several years.Under this situation,many joint-stock commercial banks,both state-owned domestic joint-stock commercial banks and Foreign Capital Banks,begin to enter the market of Inner Mongol.From 2010 on,Industrial Bank,China Everbright Bank,and Standard Chartered Bank begin to set branches in Inner Mongol one by one.These banks make great contribution to the development of the economy,while at the same time they make the competition in the financial market in the province becoming much heavier.For the sake of keeping the customers and expanding the market,all the banks are ameliorating the quality of service to improve the competitive power.As the new coming one,China Everbright Bank Hohhot Branch is now facing with many problems that the manager has to think about,such as how to expand the business by making use of the competition advantage in such a competitive financial market,and how to improve the competitive power by building up the service brand in the local area and improving the quality and the efficiency of the service.In this paper,choosing the way of sending the questionnaires to the customers and doing research with other banks,the author uses SWOT tool to collect and analyze the data,and finally gets the approval degree of the product,the service,and the brand of China Everbright Bank in the market.Besides,the author also gives some suggestions,what China Everbright Bank could do to build up the brand,to expand the business,and also to improve the competitive power.