Research On Positioning Of Target Market Of China Guangfa Bank, Dalian Branch

Since China’s accession into WTO, the opening of financial market has constitutedmuch menace to the survival and growth of China’s small-and medium-sizedcommercial banks; and at the same time, the severe economic and financial situation atpresent has posed many challenges for their capacity for adaptation and adjustment. Asa commercial bank with its own historical background, China Guangfa Bank is is stillunder reconstruction while other commercial banks are in rapid development; despite itsmoderate growth in size, it is still lagging behind other shareholding commercial banks.Facing the same financial situation and the same target clients, China’s commercialbanks, be it state-owned or small-and medium-sized, resemble in strategies ofmarketing positioning. Since China Guangfa Bank enjoys no competitive edge overstate-owned commercial banks in terms of history, overall size, and human capital, andwhat is worse, it is at a disadvantage in terms of capital scale and network coverage, itwould be difficult or even impossible to enhance the competitiveness for ChinaGuangfa Bank without proper and feasible marketing positioning strategy.Starting from the concepts of market segmentation, target market and marketpositioning in marketing, this thesis shows a thorough analysis of the status quo and theexisting problems in the target market positioning of China Guangfa Bank, DalianBranch, and proposes some practical approaches or recommendations for its enhancedcompetitiveness after the exploration of its external marketing environment and internaladvantages and the analysis of its related business and financial data.The thesis is expected to speed up the transformation of China Guangfa Bank,Dalian Branch into a full-function commercial bank and provide some insights into theways to make it more competitive in domestic and international financial markets andmuch stronger in this increasingly severe financial situation.