| In recent years,the global economic recovery is weak,China’s economic growth rate is slowing down gradually,coupled with the influence of interest rate marketization,the phenomenon of financial disintermediation is becoming increasingly prominent,the traditional profit model of commercial banks is facing unprecedented challenges,we must develop and implement a reasonable and effective competition strategy to further seize the retail market share,so as to occupy a place in the fierce market competition 。WF bank put forward the idea of retail banking business transformation since 2017,but influenced by its own development conditions and development strategies,its development is far from reaching its strategic goal.How to develop retail business is a problem WF bank must deal with.Firstly,this paper summarizes the theory of enterprise strategic management,grasps the analysis tools of strategic management research,and combs the related research of bank retail business.Secondly,PEST model and Porter’s five forces model are used to analyze the external environment of retail banking and tourism industry,and the external environment is summarized by the evaluation matrix of external strategic elements.Thirdly,based on the theory of value chain,this paper summarizes the internal environment of WF bank retail business by using the evaluation matrix of internal strategic elements.Then,SWOT matrix is used to analyze WF bank,and three alternative strategies are put forward: cost leadership,differentiation and centralization.QSPM model is used to select the retail business of WF bank,and finally the development strategy of WF bank retail business differentiation is determined.That is to say,we should take measures such as business process differentiation,retail product differentiation,marketing differentiation and customer service differentiation,and put forward safeguard measures from the aspects of corporate culture,technology application,assessment system and human resources. |
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