Research On The Optimization Of The Development Strategy Of Bill Business In Qindao Branch Of XY Bank

As an effective and efficient instrument to adjust the structure of credit assets,optimize the balance of assets and liabilities,manage liquidity,and enhance profitability,Bill business has become increasingly important in the operation of commercial banks.Since bill business is an important approach for commercial banks to support the real economy,along with the constantly fast development of Bill business,the competition of Bill business has been intensified among the bank system.Recently,Bill business has gained significant weight in Qingdao branch of XY bank.Thus,it is definitely a remarkable issue for Qingdao branch of XY bank to boost the development of bill business given such an intensely competitive marketplace.Qingdao branch of XY bank is the subject of my research.By analyzing the current strategy and existed problems of bill business development,including pricing,process,product and marketing strategy,following flaws are identified: unreasonable pricing method,redundant process,lack of innovations,and outdated marketing strategy.Secondly,This paper analyzes the competitive environment of bill business of bank XY Qingdao Branch,and analyzes the macro environment the bank is facing through PEST.The analysis of the internal and external competitive environment of Qingdao branch of XY bank applies with Porter 5 force model,and SWOT is managed to identify the competitive advantages and disadvantages of Qingdao branch,and potential challenges and opportunities.Moreover,based on domestic and foreign successful practices and classic theories,I recommend a series modifications to optimize and adjust the strategy of bill business from following aspect: pricing pattern,marketing approach and process redesign.Last but not the least,to ensure the recommended optimization run smoothly,I also recommend a series of approaches and techniques including promoting brand value,improving training quality,and enhancing the mechanism of internal control.I hope this paper could provide valuable reference for the rapid development of bill business of Qingdao branch of XY bank.