Research On Competitive Strategy Of Huaxia Bank’s Retail Business

As the economic operation in our country has entered the new normal over the year,it can be seen that the overall development speed of the financial industry has slowed down.Under this situation,the traditional business model that depends on the difference between deposits and loans to obtain profits has been unable to meet the current profit needs of commercial banks.By integrating assets,liabilities,intermediary business and other businesses,the retail business of commercial banks has the features of light economic cycle and light risk assets,which has been one of the core competitiveness of commercial banks.In this thesis,the Linyi Branch of Huaxia Bank is chosen as the research object.Since this bank was keen on "accumulating large customers" in its early operation,it had invested a large amount of corporate loans,leading to the accumulation of risks.Over the years,the problems of "three highs" in the credit business structure of Linyi Branch of Huaxia Bank are increasingly prominent,such as high proportion of private enterprises,high proportion of guarantee and high proportion of traditional manufacturing loans.Due to the cross-infection of the complex guarantee circle risk,increasingly severe environmental protection risk and safety production risk in the region,the regional risk continues to rise,which hinders the development of Linyi Branch to a certain extent.Driven by the "big retail" orientation of the banking industry,the research on the transformation competition strategy of retail business of commercial banks and the seek for new profit growth points have great significance for Linyi Branch of Huaxia Bank.On the basis of the relevant theories of enterprise strategic management and bank retail business,this research makes the combination of PEST.Porter’s five forces model and other analysis tools to carry out deep analysis on the external environment of retail business development of Linyi Branch of Huaxia Bank.The external opportunities and threats of retail business development are found out,and the EFE matrix analysis is carried out.Then,this thesis pays attention to the research on its internal resources and capabilities based on the analysis of the current situation of retail business development of Linyi Branch,so its internal advantages and disadvantages are summarized,and the IFE matrix analysis is carried out.After that,the SWOT and QSPM matrix analysis tools are used to determine the competitive strategy of the Linyi Branch of Huaxia Bank in developing retail business.The implementation measures and safeguard measures are proposed for the realization of the competitive strategy of Huaxia Bank’s Linyi Branch,so that the strategic support can be provided for the development of Linyi Branch’s retail business.What’s more,the profitability of Linyi Branch’s retail business can be enhanced,so that its overall operating status and profitability can be improved.