Competiton Stragety Research For BZ Branch Of China Citic Bank

In recent years,the international and domestic economic and financial situations have become increasingly complex,and the financial market structure has undergone profound changes.Internationally,economic anti-globalization raised,unilateralism,protectionism and isolationism have emerged.Domestically,China’s economy is facing triple crisis:demand shrinking,supply shocks and weakened expectations.Under this background,the bank industry,as a financial entity,also has to ushered in series of reforms such as financial disintermediation,interest rate marketization,fintechization,and regulatory reform.Due to the outbreak of credit risks and the decline in asset quality,the profitability of banks has declined.How to maintain competitiveness and achieve sound development in the current environment has become an emerging issue for bank operations.Based on strategy theory,strategy hierarchy theory and competition strategy theory,this paper uses quantitative analysis methods such as PEST analysis method,Porter’s five forces model,SWOT analysis method,EFE matrix,IFE matrix and QSPM matrix to analyze the business competition strategy of BZ branch of China CITIC Bank.Carried out a systematic analysis,and selected a differentiated competitive strategy based on the analysis results,combined with the actual situation of China CITIC Bank BZ branch to formulate corresponding implementation plans and safeguards.This paper analyzes the internal and external business environment of BZ branch of China CITIC Bank,and finds that the current external environment has the advantages of loosen fiscal policy,sustainable and stable regional development,but at the same time it also faces disadvantages such as macroeconomic decline and fierce competition among peers.Internally,the branch itself has advantages such as group synergy and strong product support,but also faces disadvantages in terms of the number of outlets and customer base.Combining the above analysis and with help of SWOT analysis and QSPM matrix,this paper proposed a differentiated competition strategy and strategic implementation paths such as product differentiation,service differentiation,and customer management differentiation,at the same time strategic guarantee measures in terms of organization structure,human resources and financial resources are proposed.