Este estudo evendicia as transformaÃÃes ocorridas no setor bancÃrio apÃs o Plano Real, originado em 01 de Julho de 1994. Essas transformaÃÃes proporcionaram impactos no sistema bancÃrio, dando inÃcio a um amplo processo de reforma estrutural ocasionado por modificaÃÃes de aÃÃes exÃgenas macroeconÃmicas. Com inÃcio do Plano, sabia-se que o novo ambiente de estabilizaÃÃo econÃmico do paÃs nÃo seria condizente com a dimensÃo que o sistema bancÃrio havia alcanÃado, fruto de vÃrios anos de inflaÃÃo alta e desequilÃbrios macroeconÃmicos. Esses anos levaram à constituiÃÃo de um nÃmero significativo de instituiÃÃes financeiras, e que o seu principal foco era se beneficiar das receitas inflacionÃrias (float). Com a reduÃÃo drÃstica da receita de float, alguns bancos tiveram sÃrios problemas de solvÃncia, propiciando privatizaÃÃes, fusÃes e liquidaÃÃo de bancos pÃblicos e privados. Diante de tal enxugamento do setor bancÃrio gerou concentraÃÃo setorial, bem como crescimento e fortalecendo as associaÃÃes bancÃrias, principalmente com a entrada de capital internacional, como serà visto neste estudo. Com o Plano Real, o setor bancÃrio brasileiro necessitou de imediato novas estratÃgias estabelecidas por parte das instituiÃÃes financeiras, neste contexto o problema a ser pesquisado està associado a analisar as estratÃgias desenvolvidas pelo setor em estudo e identificar as escolhas das estratÃgias apÃs as mudanÃas ambientais ocorridas na Ãrea bancÃria. Apresentaremos dados que servem para embasar os aspectos mais amplos, que estÃo por trÃs, das modificaÃÃes ocorridas no segmento e que interferiram na economia brasileira. Uma das aÃÃes que forÃaram ao setor tomar medidas de ajustamentos em suas estratÃgias administrativas, foi à criaÃÃo de novas receitas atravÃs da cobranÃa de tarifas por prestaÃÃo de serviÃos bancÃrios e expansÃo das carteiras de crÃditos. RealÃamos tambÃm neste trabalho a importÃncia da eficiÃncia bancÃria para se diferenciar no mercado, jà que praticamente os bancos trabalham com as mesmas modalidades de produtos e serviÃos. Os bancos perceberam que com o aumento da demanda agregada, vista pelo choque de oferta e abertura do mercado internacional a concorrÃncia seria mais acirrada do que antes do Plano Real, pois estariam competindo com grande conglomerados financeiros que possuem altos volumes de ativos e com vasta experiÃncia em trabalhar com paÃses de inflaÃÃo baixa. A estrutura apresentada neste trabalho verificarà as condiÃÃes da nova expressÃo do segmento no ambiente: econÃmico, tecnolÃgico e social, bem como as suas tendÃncias. Serà tratada a mudanÃa do perfil do cliente e outras formas diretas e indiretas de estÃmulo a um redirecionamento no comportamento do pÃblico e economia, com investimentos maciÃos em tecnologia e publicidade. Por fim, uma estratÃgia mais ousada e expansionista, as firmas bancÃrias adotam uma polÃtica mais agressiva de modo a privilegiar o aumento de sua participaÃÃo no mercado. / The objective of this essay is to evidence the transformations that have been happening in the Bank Sector after the âPlano Realâ [Brazilian Change Currency Plan]created in July 1st, 1994. These transformations have brought some impacts into the Bank System which have begun a wide structural reform process caused by some macroeconomics share changeovers. By the begenning of the âPlano Realâ, it was known that the new Brazil economics stabilization enviroment wouldnât be according to the dimension which the bank system had reached by many years of high inflation and macro economics unbalance. These years took to the constitution a significant number of financial institutions and its main focus was to get some benefit from the inflationary income [float 1]. Some banks had serious problems with their financial resources due to the drastic income reduction which brought some private bussiness, fusion and settlement and even the closing of some public and private banks. Before the reduction of the bank sector it was generated a concentrated section, and also a growth which made the bank associations become stronger, mainly because of the international input as it will be shown in this essay. As the âPlano Realâ came, the Brazilian bank sector needed some new immediate strategies made by the financial institutions in order to associate and analyse the strategies done by the sector studied and indentify the strategies choices which were done after the change that accured in the bank field. We will present data which will base the most wide-scale aspects that cooperated to the changings that happened and interfered in the brazilian economic system. One of the actions that forced the sector to take some adjustment steps in their administrative strategies, was the criation of new income that was done through some duty which were charged for the bank services. We also highlight the importance of the bank efficiency to be differed in the market, since the banks work with the same modalities of products and services. The banks have noticed that by the increase of the colected claim that was seen by the shock of the offer and the opening of the international market, the competition would be tougher than before the âPlano Realâ, since they would be competing with great bank financial instutions which have enough money to loan and also have a huge experience in working with low inflation countries. The structure presented in this essay will verify the conditions of the new economical technologic and social segment, as well as their tendencies. The change of the costumer profile and other direct and indirect ways of encouragement will contribute to a new direction concerning to the public and economical behavior with investment in technology and publicity. And finaly one of the darest and most extended strategies will be the one that the banks firm will approve the most agressive policy which will benefit the increasing of their participation in the market.