Research On Competitive Strategy Of Jinan Branch Of D Bank’s Retail Business

Since the reform and opening up,our economy has developed rapidly and our financial industry has developed considerably.The multi-level banking organization system has been formed gradually.In recent years,the domestic economy has entered a new normal,with increasing pressure for economic restructuring,deepening interest rate liberalization,increasingly fierce market competition and increasingly severe financial environment.Commercial banks are faced with many factors,such as increasing financial risks,shrinking profit margins and huge impact of Internet finance.Various banking financial institutions have put forward the idea of retail business transformation,made strategic plans,and regarded the retail market as an important field of research and exploration.With the increase of urban and rural residents’ disposable income,the change of people’s consumption concept and financial demand,and the improvement of social security system,the financial demand of bank retail market is growing rapidly and gradually diversified,and the bank retail business has ushered in a huge market.Retail business has the characteristics of strong anti-cyclicality,less capital occupation,more dispersed risk and higher profit rate of return,which can bring huge competitive advantages for banking financial institutions.The research on the competitive strategy of bank retail business is of great significance for banks to solve the existing problems,ensure the healthy and orderly development of retail business,and comprehensively enhance the comprehensive competitiveness.Taking Jinan Branch of Bank D as the research object,this paper sorted out and analyzed the current situation of the retail business competition of domestic and foreign banks by sorting out relevant theories and literature review on the competitive strategy of bank retail business,and provided experience and theoretical basis for Jinan Branch of Bank D to carry out retail business from multiple levels and perspectives.Starting from the situation of Jinan Branch of Bank D,this paper analyzes the external environment of Jinan Branch of Bank D by using PEST analysis,Porter’s Five Forces model and other tools,and lists the opportunities and threats faced by Jinan Branch of Bank D,as well as its advantages and disadvantages by constructing EFE external factor evaluation matrix and IFE internal factor evaluation matrix.Carry on a comprehensive and profound analysis of its internal and external environment.Through the establishment of QSPM quantitative strategic planning matrix model,the quantitative analysis of cost leadership strategy,centralization strategy and differentiation strategy three alternative strategies.Comprehensive use of a variety of strategic management analysis tools,combined with relevant theories,finally determined a set of Bank D Jinan Branch retail business development strategy plan.As a small and medium-sized urban commercial bank,D Bank Jinan Branch has no advantages in terms of internal factors and external conditions compared with large state-owned banks,joint-stock banks and urban commercial banks with large scale.By implementing differentiated competition strategy and taking corresponding safeguard measures,Jinan Branch of Bank D can effectively cope with the fierce market competition and ensure long-term and stable development.At the same time,it is expected to take this study as an opportunity to provide new ideas for the retail business development of other small and medium-sized firms and help them develop their retail business with high quality.