| For the past few years,due to the rapid development of domestic capital market and direct financing system,the Intra-table credit business of China’s traditional commercial banks faced enormous market challenges.With the trend of economic reform and integration of science,technology and finance,the substitution effect of emerging businesses by non-bank financial institutions on the traditional business of commercial banks is becoming increasingly obvious.Strong competition has been formed in asset and liability business and stock customer resources.Coupled with the affect of interest rate liberalization,commercial banks’ profit space are gradually shrinking.Commercial banks must accelerate their transformation of operational model and scale growth mode,explore a comprehensive operational pattern,change the single income structure mode dominated by interest rate spread income,and build a sustainable and comprehensive source of interest income.Investment banking has become an important way for commercial banks to participate in the direct financing market and adjust their income structure by virtue of their own capital strength and the advantages of investment and financing integration.This thesis based on the core competence theory,dynamic competition theory and shiftability theory,synthesizing the existing relevant research results and practical experience,this thesis adopts literature research method and survey research method,and uses PEST analysis,Michael Porter’s five forces model,SWOT analysis,EFE and IFE matrix analysis to study and judge the situation of the bank,compares the alternative competitive strategies,choose a competitive strategy suitable for its development,proposes specific and feasible implementation plans and safeguards.The study concluded that the investment banking business of G Bank Jinan Branch should comply with the current trend of stable political situation,market opening and deepening financial reforms,take the opportunity of high-quality development and the transformation of real economy in the region,and empower business with the help of financial technology development to face the external environmental challenges.At the same time,its internal advantages outweigh its disadvantages,and its own resources and capabilities are excellent.It should further focus on financial technology innovation,strengthen its core competitive advantages,and enhance its internal development momentum.Through the comparative analysis of three alternative strategies,the conclusion is that differentiation strategy is the optimal competition strategy for the research object.The implementation of the strategy should be executed from three aspects:products,services,and marketing channels,segment customer groups and demand characteristics,integrate resources,strengthen innovation to satisfy clients’ differentiated financial service demand.It should also improve the organizational structure management system,speed up the construction of talent team,deepen the integration of business and technology,and enhance the capacity of risk prevention and control,ensure the implementation of the differentiated strategy.There are two main innovations in this research:1.Propose the differentiated competition strategy of the investment banking business of G Bank Jinan Branch.It provides new inspiration and research ideas for the competitive strategy selection of investment banking business of commercial bank provincial capital city branches under the current economic situation and industry competition environment.2.Put forward the implementation plan for the differentiated competition strategy of G Bank Jinan Branch investment banking business.From the three aspects of products,services and marketing channels,a detailed strategic implementation plan was formulated to enhance the whole-process operation management and competitive advantages of products,and build a corresponding guarantee system for the smooth implementation of the strategy.Limited by personal ability,research experience and available data,this study still has some deficiencies.Due to the limited development of the research industry,the depth of relevant data is insufficient.The proposed strategy implementation and safeguard measures have a certain degree of subjectivity.In-depth research on policy opportunities and financial technology has not been carried out,and it is only limited to the application level.The follow-up practical application effects need to be further tracked. |
