Competitiveness Improvement Study Of WH Banks Based On Comparative Analysis

With the continuous advancement of interest rate marketization for more than 30 years,China has formed a more standardized market-oriented interest rate system,and as economic development enters a new normal,the trend of high-speed growth is expected to slow down.In order to ensure market share and development space,large banks and joint-stock banks have continuously penetrated into the grass-roots market and carried out head-on competition with city commercial banks and rural commercial banks,and the original profit margins have decreased year by year.As a city commercial bank rooted in Shandong,a large economic province,WH Bank has relatively small assets,and only by actively practicing the strategy of enhancing competitiveness,serving and making good use of the general trend of Shandong’s economic development,clarifying the development positioning and development goals,and constantly improving and optimizing business institutions can we embark on a characteristic road of steady and healthy development..Taking the competitiveness improvement of WH banks as the research purpose,this thesis analyzes the competitiveness of WH banks in multiple dimensions by constructing the Delphi method and the analytic hierarchy method for the competitiveness evaluation system of city commercial banks,and constructs the competitiveness evaluation index system of city commercial banks,and on this basis,the in-depth interview method is used to investigate and study the reasons for the lack of competitiveness of WH banks,and the causes of their competitiveness are in-depth analysis,namely:first,lack of profit channels and innovative products;second,the customer base and risk control ability are weak;third,the marketing and stability of the debt business are weak;fourth,the cost input is insufficient.In view of the problems found,this thesis proposes countermeasures for the competitiveness of WH banks in four aspects.First,to accelerate product innovation,broaden profit channels,improve the importance of intermediate business,improve support for business expansion and innovation,and improve the comprehensive profitability level.Second,clarify the market positioning,consolidate the customer base,keep in mind the development positioning of becoming the regional leader of public business,give full play to the core of the city commercial bank,expand the scale of the customer base,and integrate the local economic development.Third,improve the debt capacity,improve the stability of the debt business,and build a system that effectively supports the growth of the debt business through organizational structure construction,target positioning,business linkage and assessment management.Fourth,improve the scale of cost input,reasonably control cost input,strengthen the reasonable control of the cost-to-income ratio,and plan the cost-to-income ratio control strategy according to the needs of strategic development.And in the management system,organizational structure,marketing system,customer maintenance,product system,scientific and technological information,assessment incentives and human resources to do a good job in the protection,to achieve effective improvement of competitiveness.