Bank competitiveness and ways to improve it

Abstract

The object of the research is competitiveness of a bank institution under modern economic conditions. The subject of the research is the key elements within Industrial and Commercial Bank of China management that influence its competitiveness, such as brand image, risk management, and digital transformation. The purpose of this master's thesis is to summarize the theoretical foundation of ICBC's organization, reveal current practices in its management, and identify improvement measures based on existing proposals. The following tasks are addressed to achieve this goal: to investigate the scope and nature of a bank; to justify the significance of brand image in bank competitiveness management; to consider the possibilities of risk-management toolkit for bank sustainability; to provide technical and economic characteristics of Industrial and Commercial Bank of China; to analyze internal and external environment of the bank and its brand image; to develop proposals for improving the competitiveness of the bank.