Study Of Competitiveness Enhancement Strategy For National Joint-stock Commercial Bank's Basic Branches Under The New Situation

Due to the deepening development of economic globalization,China's GDP per capita and residents' wealth accumulation are growing steadily.While welcoming new opportunities for development,China's banking industry has to face a complex and changeable economic situation.The combination of multiple unfavorable factors such as deepening interest rate marketization,frequent occurrence of various risks,financial disintermediation,intensifying inter-bank and cross-border competition has led to the continuous weakening of bank network functions and the continuous shrinking of benefits.The pattern of large state-owned joint-stock financial institutions dominating the market is gone forever.However,grassroots outlets have always been the most important channel for commercial banks to serve customers,bearing increasing performance pressure.Therefore,how to actively enhance the comprehensive competitiveness of outlets through strategic and technical aspects has become the primary issue for the banking industry to explore new paths for future development.Domestic and foreign academic researches on the competitiveness of bank outlets mainly focus on the macro-strategic level of the entire commercial bank,and there are few systematic quantitative researches on the comprehensive competitiveness of the primary outlets of state-owned joint-stock commercial banks.On the basis of combing the theories and research ideas of relevant references at home and abroad,this paper analyzes the development status and common problems of the grass-roots outlets of large state-owned joint-stock commercial banks in China,conducts SWOT analysis on the operation status of ICBC's grass-roots outlets,establishes an evaluation index system for the comprehensive competitiveness of grass-roots outlets,determines 13 analysis indexes,and combines the development data of eight sample outlets of XX branch from 2016 to 2018.Using SPSS20.0 for empirical analysis,this paper analyzes the advantages and disadvantages of the factors affecting competitiveness,and according to the scores and comprehensive ranking of various factors,puts forward some strategic suggestions for improving the intelligent operation of the competitiveness of grassroots outlets of large state-owned joint-stock commercial banks.This paper puts forward five important factors that affect the competitiveness of XX sub-branch outlets,namely,network operating efficiency,risk prevention and control capability,retail customer development,service evaluation and intelligent channel development.Based on the unique perspective of intelligent operation and the intelligent transformation of grassroots network,it puts forward suggestions such as network intelligence,big data platform construction,self-service platform combined with flexible human resource combination service mode and dynamic risk monitoring.This paper is helpful for the primary outlets of state-owned joint-stock banks to upgrade iteratively to a new type of outlets with multi-level development and multi-function integration,thus promoting the improvement of operation efficiency and profitability of outlets.It has important reference value and practical significance for the promotion of the competitiveness of primary outlets of state-owned joint-stock banks.