随着我国金融市场不断市场化以及全球一体化的不断深化，我国商业银行面临的竞争环境变得更加激烈，如何在竞争激烈的市场环境中寻求出路，已成为迫切需要解决的问题。对招商银行榆林分行来说，同样面临着严峻的挑战，在地区经济受煤炭市场疲软影响，下行压力较大，局部金融风险逐步呈现的形势下，有必要对其发展战略进行研究，以便积极应对外部挑战，抓住发展机遇，发挥自身优势，在地区竞争中获得优势。 本文在总结论述战略管理相关理论的基础上，以招商银行榆林分行为研究对象，采用文献综述法对商业银行战略管理研究现状进行梳理，并运用SWOT分析、PEST分析与波特五力模型分析的方法系统分析了招商银行榆林分行的内外部环境，发现招商银行榆林分行即面对着榆林市当地经济下行的压力，也面临着榆林市积极推进地方经济转型升级所带来的机遇；即拥有良好的品牌优势，又存在成立时间短，基础薄弱的缺陷，并在此基础上，提出了招商银行榆林分行应采取防御型的发展战略，即借助外部机会弥补内部劣势，接着又具体从零售业务、风险管理、人力资源管理、信息科技管理及企业文化管理几个方面提出了发展策略，最后，从组织结构、人力资源、信息科技、风险管理及企业文化五个方面提出了一系列的保障措施，将招商银行榆林的战略管理落到可行之处。 本文的研究对招商银行榆林分行竞争形势的分析及发展战略的选择具有重要的指导意义，希望通过本文的研究为招商银行榆林分行的发展提供思路。

As China’s financial market become more market-oriented and the development of globalization, the competition Chinese commercial banks are facing competition has become fierce. In the increasingly fierce competitive environment, all China's banks should consider their inside resources and the outside environment so as to make their scientific development strategy, seize the opportunities of development and give full play to their own advantages in order to improve their competitiveness, which has become an urgent task. As a well-known joint-stock commercial banks, China Merchants Bank also faces the severe challenges. It is an urgent for China Merchants Bank to find a way out in the fierce market competition environment. Under the situation of the region economy has greater downward pressure caused by the coal market’s weakness and the local financial risk gradually present, it is necessary for Yulin branch of China Merchants Bank to study its development strategy in order to actively face external challenges, seize the development opportunity, exert their own advantages and gain the advantage of competition in the area. Based on the relevant theories of strategic management, this article use the theoretical analysis and empirical analysis methods to analyses the internal and external environment of Yulin branch of China Merchants Bank and put forward the development strategy of Yulin branch of China Merchants Bank – with the help of external opportunities to make up the internal disadvantages, finally, a series of measures of organizational structure, human resources, information technology, risk management and corporate culture have been carried out to make the development strategy become available. This study has a important guiding significance for the analysis of Yulin branch of China Merchants Bank competition situation and the choice of its development strategy. We hope this study can provide ideas for the development of Yulin branch of China Merchants bank.