Study On The Marketing Of The Medium And Small Banks In China

In spite of the great differences in institutions and fund scale i. e., medium and small banks of China traditionally followed the actions of the government banks, simulating products of them, without specificity of their own. Error or obscure marketing leads to the distortion of operation and the disorder of competition, which is adverse to the sustainable development of these banks by increasing the macro risk and decreasing the total efficiency of finance system.On the basis of theoretical study, the author makes a clear explanation of the strengths and weaknesses of the medium and small banks comparing with the government banks and foreign capital banks, and the threats and opportunity they will face in current economic environments. The government banks are still the main competitors. Medium and small banks have to follow them, but they must have their own specificity. If they adopt difference-pursuing strategy in their marketing, they can create competitive strengths of their own.In order to meet the requirements of the difference-pursuing strategy, medium and small banks must build up correct operation ideas on the clients, the arenas and the products they select. They must place more emphasize on those medium and small enterprises; develop the "E-Bank" ; create financial band of their own and take up financial innovation actively.