Study On The Competitive Strategy Of International Settlement Business Of Bank Of China Limited HW Branch

Under the background of low interest rate and negative interest rate monetary policy of central banks and the marketization of interest rate in recent years,it is no longer difficult for enterprises to obtain low-cost funds from the market by issuing overseas bonds and other financing methods,and along with the rise of Internet finance and the squeeze of financial disintermediation,banks are facing the dilemma of shrinking loan volume,falling loan interest rate and decreasing revenue.Against this background,banks have started to adjust their internal structure and actively explore non-interest income sources;the international settlement business,which takes up less capital compared with traditional asset and liability business and yields higher comprehensive income,has gradually become the focus of all banks.Bank of China is the first foreign exchange bank specializing in international settlement business in China,and international settlement business has always been one of the core competencies and the foundation of the bank.Bank of China HW Branch was established in 1981 and has always held the first place in the local market share of international settlement business.However,since 2013,with the arrival of joint-stock banks and city merchant banks,the competition in the local international settlement business market has gradually intensified,and the fierce competition in international settlement business and the loss of talents have led to the decline of the international settlement business market share of Bank of China HW Branch year after year.This paper analyzes the external environment and the competitive structure of the international settlement industry of Bank of China HW Branch based on the competitive strategy,using the PEST and the five forces model,and analyzes the internal environment of the international settlement industry of the bank in detail from the perspectives of resources and capabilities.The paper concludes that the implementation of differentiated competitive strategy in international settlement business of Bank of China HW Branch needs to start from three aspects:differentiation of product system,differentiation of customer service and differentiation of marketing method;and the successful implementation of differentiation should be guaranteed by strengthening technological and product innovation,strengthening the development of qualified personnel,optimizing performance assessment system,strictly controlling risks,strengthening compliance operation and deepening cooperation and advocating collaborative culture.