Study on the transformation strategy of QY agricultural
commercial bank based on differentiation positioning
Abstract
China's current economic development has entered a transition period, financial
deepening reform into the deep water area, the banking business survival and development
face serious challenges, commercial banks must accelerate the strategic transformation to
cope with various challenges, enhance their core competitiveness. In this paper, a case
study of QY commercial bank, focusing on rural commercial bank development strategy
differences localization based on the push to accelerate the transformation and upgrading,
to achieve sustainable development.
This paper combs and summarizes the general rule based on the transformation of
commercial banks in Liaoning Province, QY commercial bank for example, focuses on the
necessity of rural commercial bank bad alienation of strategic transformation, the
importance and feasibility. Firstly, from the view of organization construction, business
development and innovation, product structure, financial management, marketing ability
and service level and the building of enterprise culture in seven aspects of the current
situation of the development of QY commercial bank is analyzed.
The study found that the homogeneous QY operation mode of commercial banks is a
serious phenomenon, the homogeneity of the strategic positioning of the more prominent,
lack of characteristics of strategic business development significantly; homogenization
market also led to the increasing risk of the bank, while weakening the competitiveness is
low, and he commercial bank's comparative advantage, can be seen from the above
analysis, QY business the bank has from the homogenization of management to the
intrinsic motivation of differentiated business model transformation. Based on this, this
article from the three aspects of customer orientation, market orientation and market
opportunity analysis QY commercial bank between the internal and external conditions of
transformation.
This paper from five aspects of the QY transformation and development strategy of
commercial banks based on differential positioning. Firstly differentiated market
positioning perspective, put forward the customer orientation differentiation strategy,
regional positioning differentiation strategy and multi stage market positioning strategy;
secondly, starting from the QY commercial bank deposit products and financial products
and put forward the product differentiation strategy; third, put forward the strategy of
pricing differences in deposit products interest differentiation strategy and financial
products pricing from the angle of diversity; fourth, from customer service differentiation
angle put forward common customers QY commercial bank service differentiation strategy
and differentiated high-end customer flow design; finally, puts forward the strategy of QY
bank is committed to build brand difference, difference of QY commercial bank's financial
product remote image, enhance its financial products Popularity and reputation
Because of the lack of quantitative research must study the lack of data. In addition,
this paper only from the QY commercial bank point of view to study the related problems,
defects of representative sample, resulting in the lack of suitable conclusions PU. Future
research to further enrich the connotation of the theory of rural commercial banks
alienation transformation, study and try issues related to transition from an empirical point
expansion strategy

Key Words: QY commercial banks, differentiated positioning, strategic
transformation