State-owned Commercial Banks To Face Wto Marketing Countermeasures Research

The bilateral agreement on the issue of china joining WTO was reached and signed by the U.S.A. and the P.R. CHINA on nov. 15, 1999,which means a significant progress for China?s joining WTO ,and also predicts the opportunities and challenges the Chinese economic departments will encounter. State梠wned commercial banks, as financial institutions, which influence greatly on the social economic life and as prominent parts of state financial system, shall be affected inevitably. After joining WTO, foreign banks shall be allowed to operate RMB transactions with domestic enterprises within two years, to access to the complete open market within five years, and they shall be allowed to retail RMB and enjoy civil treatments at some appointed areas. Hence, facing this open si tuat ion, it will be an extremely important 3 topic for Statedwned commercial banks on how to make any improvement on the unfavorable aspects which confine their development, such as imperfect management faculty, the lower ratio of net worth to total assets, the oldashioned management ideology, the fall梑ehind operations and sales measures, ctc, on how to make any improvement on service quality and make themselves more competent. The emphasis will be put on the research of operations and sales in this essay. The suggestion is made on the basis of the comparison of the specialities of operations and sales between foreign banks and domestic banks, the analysis of the advantages and disadvantages domestic banks obtain and the reference to foreign banks experience. This essay is divided into four chapters.