Research On The Competition Strategy Of International Business Of Industrial And Commercial Bank Of China Lan Zhou Branch

In Lanzhou,since the opening of international business in 1993,ICBC Lanzhou Branch has always ranked second in market share by virtue of the brand,products,clearing and other advantages of ICBC head office.In recent years,with more and more commercial banks opening international business,ICBC’s market share has been continuously diluted,and the loss of customers and professionals is serious.In 2020,the international business environment has undergone new changes.Influenced by COVID-19,the world economy is seriously down.The international trade situation will be even more serious.At this time,the head office has formulated the goal of building the ’first choice bank for foreign exchange’,and issued the requirements of all branches at all levels.Through the research on the international business competition strategy of ICBC Lanzhou Branch,it is very necessary to guide its business development under the new situation and return to the leading position in the market.Through PEST model,Porter’s five forces model,CPM matrix and other tools,this paper summarizes the opportunities and threats faced by enterprises through in-depth analysis of the external macro environment,industry environment and market environment of international business of Lanzhou Branch of industrial and Commercial Bank of China;By combing the enterprise business resources,enterprise capacity and operation status,this paper summarizes the internal environment,advantages and disadvantages of international business of ICBC Lanzhou Branch.This article first makes a concrete analysis of the macroeconomic environment,internal environment and main competitors of the international business of ICBC Lanzhou branch.It weighs the external opportunities and risks by weighing the important external factors such as domestic political stability,good economic development momentum,Sino US trade friction,COVID-19 influence and so on.The weighted average score is 2.94 points higher than 2.5 points.It shows that the enterprise can reasonably use opportunities to hedge risks.The weight assignment analysis of important internal factors such as good brand image,extensive clearing network,sound product system,gradually losing talents and weak customer base is carried out.The internal advantages and disadvantages are comprehensively measured,and the weighted average score is 2.62 points higher than 2.5 points,indicating that the enterprise can reasonably use its advantages to overcome the impact of internal advantages and disadvantages on opportunities,threats,advantages The disadvantages are comprehensively analyzed by using the wot matrix,a number of alternative strategies are put forward,and the QSPM matrix is used for optimization.It is determined that the "differentiated competition strategy" is the strategic scheme that should be adopted to enhance the international business competitiveness of Lanzhou Branch of industrial and Commercial Bank of China.In order to ensure the effective implementation of the "differentiated competition strategy",three implementation measures of product differentiation,marketing differentiation and service differentiation are put forward,and five implementation guarantee measures of matching responsibility segmentation,integrating marketing resources,accelerating network construction,strengthening risk prevention and control and building talent team are put forward.Finally,it is proposed to pass the strengthened assessment,Improving the dynamic risk control measures of performance management mechanism will help to realize the good competitive momentum of industrial and Commercial Bank of China Lanzhou Branch in international business.