Research On The Competitive Strategy Of Corporate Loan Of J Bank Shandong Branch

The 20th CPC National Congress pointed out that we should adhere to the theme of promoting high-quality development,build a modern industrial system,promote new industrialization,and promote the intelligent,low-carbon,high-end and digital development of all industries.For one thing,the financial service capability of commercial banks plays an important role in the development of the real economy.In turn,the transformation and upgrading of the industry also promotes the upgrading of the service mode and operation capability of commercial banks.For another,changes in the external environment,such as the deepening of the reform of interest rate liberalization and the rapid development of direct financing,also put forward higher requirements on the operation ability of commercial banks.As a key component of the loan structure of commercial banks,the development of corporate loan business not only reflects the ability of financial services to serve the real economy,but also influences the operation and development of every commercial bank,including the J Bank Shandong Branch.Founded in 1996,the J Bank Shandong Branch is the regional headquarters of the head office of Bank J in Shandong Province(excluding Qingdao).Over the past 20 years,it has strived to provide financial services to the regional public and enterprises.In recent years,the competition among banking financial institutions in Shandong Province has become increasingly fierce,which puts forward higher requirements for the development of corporate loan business.An urgent problem for J Bank Shandong Branch to think about and solve is how to take a series of favorable policies,such as the in-depth promotion of the transformation of old and new driving forces in Shandong Province,as an opportunity to further improve the competitiveness of J Bank Shandong Branch in public loan business,so as to promote the service level of J Bank Shandong Branch in the real economy.This paper comprehensively analyzes the internal and external environment of the corporate loan business of J Bank Shandong Branch,the external environment and industry environment of public loan business of Shandong Branch of J Bank are studied by PEST analysis and Porter’s five forces model.It concludes that there are many opportunities at present,such as the central bank encouraging the expansion of credit,the transformation of old and new drivers to help optimize the credit structure,and the emergence of new financial forms of technology enabling.At the same time,it also faces threats such as reducing interest margins under interest rate liberalization reform,the sustainable development of direct financing,serious product homogeneity,and intensified industry competition.This paper will conduct quantitative analysis after summarizing opportunities and threats through the external factor evaluation matrix.In the analysis of the internal environment of J Bank Shandong Branch,it is also found that J Bank Shandong Branch has advantages in such aspects as sound foundation for development,continuous improvement of brand influence,flexible and active credit policies,but it also has disadvantages such as unreasonable credit structure,weak customer base and weak bargaining ability.This paper finds out the advantages,disadvantages,opportunities and threats existing in the internal and external environment of J Bank Shandong Branch through centralized analysis,uses SWOT analysis method to form a variety of alternative strategies,and then adopts quantitative strategic planning matrix analysis to take differentiation strategy as the preferred strategy for the development of J Bank’s corporate loan business.After determining the choice of differentiation strategy,specific implementation plans of differentiation strategy are proposed,such as building credit structure differentiation to serve the real economy,establishing customer and pricing differentiation based on comprehensive income and credit quality,and implementing product and service differentiation based on customer demand.At the same time,in order to ensure the smooth implementation of the competitive strategy,this paper proposes to build a risk management system and mechanism with full coverage of process business,professional improvement of personnel,and comprehensive consolidation of responsibilities.It also proposes to improve the ability of internal resource allocation,continuously improve the system of resource allocation and staff training,and puts forward a series of measures such as accelerating the construction of digitalization and improving the ability of collaborative operation.