Research On The Competitive Strategy Of Agricultural Bank L Branch's Retail Business

In recent years,Internet Finance and local commercial Banks have exerted considerable influence on the operation and development of the retail business of state-owned commercial Banks.How to further develop the retail business of state-owned commercial Banks has become a major dilemua for the managers of state-owned commercial Banks.Based on the actual development of ABC L branch,this paper studies the competitive strategy related to the bank's retail business.Firstly,this paper USES porter's "five forces" competition model and PEST analysis to summarize the opportunities and threats that ABC L branch has,including 6 opportunities such as opportunities for financial business development supported by policies and 4 threats such as threats related to strong regulatory policies.Secondly,13 RSFs and 5 KSFs of commercial bank retail business are calculated determined by Delphi method and system evaluation method.Among them,including market operation ability,customer relationship managemet abililty,human resource management ability,management innovation ability,product development and service innovation ability and other five aspects.At the same time?on the premise of identifying the two main competitors in the target market of ABC branch L,the advantages of each competitor on RSFs were evaluated in the direction of cornprehensive ability,and ranked according to the degree of comprchensive ability,and the conelusion was drawn that the comprehensive strength of ABC branch L was within the range of medium deegree.Then according to the local bank retail business identify RSFs,bank branch in 13 RSFs L have the corresponding ability to study and evaluation,finally the relevant Conclusions,the ABC L branch of internal advantage mainly includes the six advantages control ability,the main disadvantage is covers seven aspects such as the network layout rationality;Next,SWOT matrix andysis in used to analyze&variety of competitive straiegies.Finally,the most suitable competitive strategy for ABC branch L is selected as hybrid strategy 1.Finally,in view of the implementation conditions of the hybrid strategy I,relevant safeguard measures in five aspects,including improving the market operation ability,were proposed,so as to promote the further implementation of the competitive strategy of ABC L branch.