Research On The Competitive Strategy Of Bank Of Wenzhou

As China's reform and opening up going ahead deeply,China's financial market has gradually moved from "constraints" to "freedom",and the overall opening of China's banking sector has also deepened.However,the growing internal and external pressures and challenges are plaguing China's commercial banks,especially the urban commercial banks.The research object of this paper is Bank of Wenzhou,as the first local joint-stock commercial bank with the first-class corporate capacity,which was found nearly 20 years ago and has received many honors.But Bank of Wenzhou still exists some problems including a small scale and weak sustainable competitiveness.Under the new situation,the development problem to be solved urgently in the next few years by Bank of Wenzhou is that how to shape a reasonable competitive strategy in order to take full use of its own advantage,make the targeted choice in competitive market,implement competitive strategy efficiently as well,thereby enhance its own core competitiveness,expand the industrial impact so that Bank of Wenzhou become an enterprise with continuous competitive advantage.Firstly,this paper analyzes Bank of Wenzhou industrial environment,then discusses the process and current situation of Chinese commercial bank's strategic development,as well as its mode,characteristics and trend;Secondly,analyzes the development status of Bank of Wenzhou and its internal and external environment through the Five Forces Model,strategic group theory,PEST and SWOT analysis.Finally,combining with the analysis conclusion and referring to the experience of foreign small and medium-sized banks,this paper develop a feasible diversification development strategy under uncertainty environment,and suggests that Bank of Wenzhou should implement the strategic measures which aims at small and medium-sized enterprises as its key service objects and gradually transform to retail and investment banking business model.The content of this paper is divided into six parts as follows.Section I is the introduction,which mainly introduces the research background,topic selection and research purpose and significance.Section II clarifies relevant theories and analytical tools,including the current mainstream theory of enterprise strategy and analysis tools related to enterprise management.Section III refers to analysis about the development history and current situation of China's banking industry.Section IV mainly analyze the specific situation of Bank of Wenzhou through the research methods and tools such as PEST,Porter's Five Force Model,SWOT and enterprise strategy group theory.Section V concludes and puts forward on corresponding strategies based on analysis above.SectionVI summarizes the paper and the shortcomings.