Study On The Developing Strategy Of The Bond Underwriting Service Of CCB SD Branch

For Commercial Bank,Participating Non-financial Enterprises Debt Financing InstrumentsUnderwritingService is an important means to meet the diversifiedfinancial demand of Enterprises.Under the background that the pressure to get profit has increased,and the traditional banking model is facing the impact of network and IT,the business model of commercial Banks is facing severe challenges,Developing Bond UnderwritingService is the Bank’s own needs,and also is the policy guidance of government.As one of The Big Four,CCB has developed Bond UnderwritingService for a long time and has certain reputation and advantages,but the competitive pressures should not be underestimated.CCB Shandong Branch as atier-one branch of CCB,in Shandong province is in a critical period of the old and new kinetic energy conversion,along with the increase of the credit risk of default,and there is a new opportunity.This paper takes Shandong Branch as an example to study the developing strategy of bond underwriting service of commercial banks,which is of great practical significance.This Article starts with the theories related to bond underwriting service,briefly introduces the debt financing Instruments and product classification,as well as the bond underwriting process,and summarizes the developing strategyand the research status domestic and abroad.Then analyzes the external environment of bond underwriting service of CCB Shandong branch with PEST analysis method,and summarizes the development status of China’s bond market.Then the internal conditions of the bond underwriting service of CCB Shandong branch are analyzed,the development status of the bond underwriting service of CCB Shandong branch is briefly introduced,and the ability and human resources of the bond underwriting service are summarized.Using internal and external analysis results above,launched a SWOT matrix analysis,and summarize the main problems in the development of bond underwriting service of CCB Shandong Branch.Based on the above analysis and summary,combining Shandong Branch’s operating objectives and current conditions,formulated the strategyto developing bond underwritingservice of CCB Shandong branch,bond underwriting service development strategy is put forward to strengthen market development ability,improving the marketing ability of relevant employees;improve the bond underwriting service strategic height,reaching a consensus within the company to promote the development of bond underwriting service;Strengthen performance management,provide performance incentives for employees,and strengthen training to improve their professional quality;Strengthen risk control and realize sustainable development of business;strengthen the bond Post-Registration management,optimize the business structure of specific measures,and formulate the supporting measures:to set up subcommittee,enhance promoting and advertising,using IT and AI and etc.Finally,summarized the conclusion and theshortcoming.The innovation of this paper is based on the actual needs of business development,with the help of the author’s practical experience in work,the data are real and pertinent,with empirical support.the relevantdevelopment strategies proposed are based on reality,with strong applicability.It is hoped that the research results in this paper will help Shandong Branch further consolidate the advantages of bond underwriting service in the industry competition,and provide useful reference for other financial institutions in China to develop bond underwriting service.