The Research Of Postal Savings Bank Of China(PSBC)'s Market Positioning And Development Strategy

Postal savings has revived since 1986. After 20 years of development, it has gone through a very special course. The formal establishment of PSBC Co., Ltd. on March 6, 2007 is a milestone which marks the postal savings bank has entered a new stage. As the fifth-largest state-owned commercial banks, Postal Savings Bank's reform and development decided the success or failure of postal reform directly, at the same time, it caused a far-reaching impact of China's financial system inevitably. Postal savings bank faced the reform pressure and external competition since the beginning of the establishment, which is unique from other banks. How to carry out a reasonable market position according to its own characteristics in the premise of ensuring the reform process of Postal Savings Bank to continue steadily, and how to enhance the postal savings bank's competitiveness comprehensively by effective strategies to accelerate development are questions which have great realistic significance and research value. Therefore, this paper analyzes the postal savings bank's own characteristics and the market environment deeply by recalling the history, current situation of reform and development. The paper brings out that Postal Savings Bank will be positioned "the mass-retail banking" through the research of commercial bank's market positioning theory, the strategic options theory, domestic and foreign financial institutions experience, and at the same time, it expounds the development strategy based on the market positioning of "mass-based retail bank". This paper researches the postal savings bank's market position, describes the effective measures, in order to speed up the reform process of the postal savings bank and enhance the competitiveness. The paper is divided into six sections.PartⅠ: Introduction. This part outlines the background and purposes of the study, and explains the train of thought and innovations of research.PartⅡ: Summary. On the basis of Synthesis and evaluation about domestic and foreign commercial banks, the meaning of commercial banks' market positioning is summarized.PartⅢ: PSBC's reform history, current situation of development. It describes the developments and changes of postal savings, and the current status of reform and development briefly.PartⅣ: The International Experiences of development. Describing the development features of other countries' postal savings banks, especially analyzing Deutsche Post's banking reform and development process, some useful lessons are provided for PSBC.PartⅤ: PSBC's market positioning. Analyzing the market conditions which PSBC is facing, outlining the strategic choice of commercial banks, according to the current actual reform, a market positioning choice is given at this stage.PartⅥ: The Development Strategy Advice of PSBC. The next step to resolve the important issues for PSBC's market positioning is explained. Considering the reform characteristics, the interests relationship between the bank and post, the paper brings up an effective competitive strategy which is promoting Postal Savings Bank to play a unique advantage through the interests driving.