| The world is currently undergoing profound changes unseen in a century.Coupled with the outbreak of the new crown epidemic,economic instability and uncertainty have increased significantly.In recent years,the development of Internet finance,the liberalization of interest rate liberalization,and the entry of foreign banks have also had a huge impact on traditional commercial banks.In this context,commercial banks must transform as soon as possible to maintain business competitiveness and vitality.Corporate business is an important part of commercial banking business and an important support for bank profits.Facing the complex and changing external environment,how to maintain the competitive advantage of corporate business is a problem that every bank needs to think about.Taking the corporate business of JT Bank Shandong Branch as an example,based on strategic management theory,competitive strategy theory,and core competitiveness theory,using PEST analysis and Porter’s five forces model,it analyzes the internal and external environment faced by JT Bank Shandong Branch.,found that the bank faces many opportunities such as stable monetary policy,increasingly perfect supervision,expansion of domestic demand,improvement of people’s livelihood,technological innovation,industrial upgrading,digital development,direct financing development,and the construction of Shandong Province into a modern and powerul province,as well as potential entrants such as Internet finance.Threats of entry,interest rate liberalization,improved bargaining power of enterprises,financial disintermediation,intensified competition in the banking industry,increased urgency of digital transformation,and increased risk management pressure.JT Bank Shandong Branch has the advantages of high brand recognition,full license operation,rich and flexible products,advanced management level,leading informatization capabilities,reasonable network layout,and comprehensive risk management system.Poor enthusiasm of employees,rigid process management,unreasonable customer structure,weak ability of marketing personnel to develop new products,disconnection between the marketing side and the approval side,and high stock risk assets.By using SWOT analysis and QSPM matrix analysis tool analysis,this thesis selects the differentiated competition strategy from the total cost leadership strategy,differentiated competition strategy and centralized strategy,from product differentiation,marketing differentiation,customer differentiation and service differentiation.The implementation plan of the differentiated competition strategy is described in detail in four aspects.At the same time,safeguard measures are put forward in terms of operation management,talent construction,brand culture construction and risk prevention and control.This thesis proposes the following innovations:First,it formulates a differentiated competition strategy for the corporate business of JT Bank Shandong Branch.Because JT Bank has the characteristics of both a state-owned bank and a joint-stock bank,and the introduction of HSBC in the early years,some management models refer to foreign banks,which makes the case more representative and extensive.It provides useful reference for the development of corporate business of commercial banks in my country,especially commercial banks in Shandong Province;the second is to propose feasible implementation methods and safeguards for the differentiated competition strategy of JT Bank Shandong Branch’s corporate business implementation.This paper formulates implementation methods from the four perspectives of products,marketing channels,customers and services,and elaborates the guarantee scheme from the aspects of improving product research and development,marketing capabilities,improving channel construction and risk prevention and control.The implementation and guarantee of the scheme are in line with the local economic environment in Shandong Province and The competition situation in the same industry provides a reference for the transformation and development of my country’s commercial banks’ corporate business.This article hopes to provide ideas for the development and transformation of the corporate business of JT Bank Shandong Branch,and realize the great development of the company’s business. |
