Research On Competitive Strategy Of H Bank's Retail Financial Business

In recent years,the innovation and deepening of retail financial business has become the key direction for the development of joint-stock commercial banks.Due to the diversification of residents' demand for financial services,the marketization of interest rates,and more and more strict financial supervision,the Internet has promoted the emergence of technology and finance,financial disintermediation,and other phenomena.At the same time,the retail financial products also have serious homogenization problems.The competition among commercial banks is becoming increasingly fierce,and the retail financial business is undergoing severe tests.Commercial banks must carry out detailed,scientific and accurate positioning analysis on their external environment and internal conditions,carry out strict and reasonable market segmentation,and guide their development direction through competition strategy.As an important participant in the local financial market,bank H has a good brand advantage and a flexible management mechanism.relying on its advantages in local channels and manpower,it serves the local financial market and has a certain market share with the sound background of regional economic development.This paper uses PEST model,five forces model,SWOT theory analysis and other methods to sort out various external and internal environmental factors that restrict the development of H bank's retail financial business.It concludes that on the one hand,it is limited by the common competitive threats of various commercial banks;on the other hand,it is vulnerable to the cyclical impact of regional economy,the rationality of network layout needs to be improved,professional talents need to be further enriched,performance evaluation mechanism needs to be improved,and loan business types are few.Through matching analysis with three basic competitive strategies,it is clear that focusing on differentiation strategy is the first choice for H bank's retail financial business competitive strategy.Based on the special economic environment in the local region and bank H's own resources and capabilities,the strategy of focusing on the differentiation of public services,the differentiation of inclusive finance and the differentiation of wealth management is determined,and the safeguard mechanism for the implementation of the strategy is put forward from five aspects of system construction,scientific and technological information construction,capital management,human resources management and risk prevention and control,so as to realize that effective implementation of focuse and differentiated competition strategy.