Research On Development Strategy Of Y-branch Of Huaxia Bank

In recent years,with the continuous development of China’s financial market,the financial system has become more mature and perfect,but the market competition has become more and more fierce.At the same time,non-bank financial institutions,third-party payment platforms,private lending institutions and financial companies have also launched a fierce impact on traditional commercial banks,coupled with the impact of the new crown pneumonia epidemic on the global economic situation,making the banking industry as a whole face great pressure and challenges.As a microcosm of China’s banking industry,Huaxia Bank’s Y branch has suffered a lot of impact in terms of its operation mode,service means and marketing model as well as other bank outlets.This paper takes Huaxia Bank Y Branch as the research object to formulate a reasonable development strategy for it and achieve sustainable development,which has become an urgent proposition to be solved.This paper adopts a combination of theory and practice to analyze the suitable development strategy of Huaxia Bank’s Y branch.Firstly,tools such as PEST and Porter Five Forces Model were used to analyze the macro external environment of Huaxia Bank’s Y branch.Secondly,according to the internal environment analysis of the resources and capabilities of Huaxia Bank’s Y branch.After that,the SWOT matrix analysis was used to obtain the growth strategy and differentiation strategy,respectively,which were the development strategy and competition strategy of Huaxia Bank Y Branch,which were the most suitable at present.Finally,from the perspectives of corporate culture,organizational structure,financial expenses,risk prevention,etc.,the relevant safeguard measures for the implementation of the strategy of Huaxia Bank Y Branch are proposed.Through the analysis,this paper believes that the current opportunities and threats facing huaxia bank’s Y branch coexist,and while competition in the same industry is intensifying,the new development environment such as rural revitalization and green finance is a favorable opportunity for the transformation and development of the bank.Huaxia Bank Y Branch should clarify its market positioning,seize its own advantages and opportunities,choose a growth-oriented development strategy,and continue to expand its original business while combining policy orientation to promote new business and improve service levels.In terms of competition strategy,it is recommended to adopt a differentiation strategy,for enterprise customers and individual customers,starting from both product differentiation and service differentiation to seize the market and meet customer needs,so as to further strengthen their market core competitiveness and achieve their strategic vision of sustainable development.