Research On The Development Strategy Of ZG Bank Jinan Branch

Since the reform and opening up,China’s national economy has developed at a high speed.At present,China has become the second largest economy in the world.In this process,China’s large state-owned commercial banks have gradually grown up and played an important role in the national economic life.However,the problems of China’s large state-owned commercial banks,such as low marketization,backward management mechanism,serious brain drain and serious product homogenization,have not been solved well.The existence of these problems is very different from the development trend of China’s financial institutions participating in international competition and helping the internationalization of RMB.In the long run,it will limit the high-quality development of China’s national economy.Therefore,under the new normal background,the development of commercial banks is facing new opportunities and challenges.In order to seize new opportunities and meet new challenges,the business management strategy of commercial banks also needs to make timely and corresponding adjustments.In April 2016,ZG Bank Shandong Branch was relocated from Qingdao City to Jinan City.The original ZG Bank Jinan Branch was integrated into the newly established ZG Bank Shandong Branch and became the Shandong Branch Business Department.In November 2018,the new ZG Bank Jinan Branch was established,but the management personnel and business backbones of the original Jinan Branch have become employees of the Shandong Branch.The passive situation of a large number of backbone losses has significantly increased the gap with advanced units in the same industry.Therefore,in the face of the complex and severe business situation,ZG Bank Jinan Branch needs to quickly adjust the experience management development strategy,actively learn from the advanced experience of advanced peers,and make appropriate adjustments to the institution’s development strategy to adapt to the development of the industry at home and abroad.Therefore,it has become an important and urgent research topic of ZG Bank Jinan Branch.This paper takes ZG Bank Jinan Branch as the research object,and takes the relevant theories of development strategy management as the theoretical basis,expounds the current situation of ZG Bank Jinan Branch’s operation and management development from the two aspects of internal environment and external environment,and uses SWOT analysis method to analyze the current ZG Bank in depth.Jinan Branch has advantages,disadvantages,opportunities and threats in its development strategy.In order to cope with the complex and ever-changing operation and management environment,5 dimensions of improvement measures and 5 dimensions of safeguard measures are proposed.