城市商业银行竞争环境与市场定位策略探讨

2006年12月,我国将取消外资银行经营人民币业务的所有地域限制,允许外资银行对所有中国客户提供服务,我国银行将面临一个全面竞争的时代。本文认为,与竞争对手相比,城市商业银行在资本实力、资产规模、市场影响力、金融技术等方面都处于劣势,其优势则在于地方政府背景下特有的社区文化,对地方市场较熟悉,已建立了良好的银企业务关系,也容易获得诸如市财政工资统发、城镇医疗保险、区级国库代理、政务公开大厅各类收费大型项目的代理权。文章提出,城市商业银行应以“求异型为主,跟随型为辅”,为中小企业或家庭服务,在社区关系型融资领域发挥其“小银行优势”。

Study on the Competition Environment and Positioning Strategy

The authors point out that,with the all-opening-up policy to be imple mented in 2006 in China,s banking, the domestic banks will face with a fierce c ompetition with their foreign counterparts. Restricted by the low personnel qual ity and the poor management, the city commercial banks deployed a strategy of f ollowing up the market-leader in the early state,which makes them difficult to obtain competitive capacity owing to the limited financial resources. The author s lucubrate in the marketing environment as well as the competition situation in China,s banking by applying criterion analysis method; and bring forward the countermeasure to develop a particular market positioning in the financing area to the local region,where they can obtain their small bank advantage. The study on how to employ rational positioning strategies in the city commercial banks p rovides a direction for them to develop corresponding mixed marketing strategies .