The Research On The International Competitiveness Of China’s Commercial Banks Based On The Market Value Of Management Perspective

Through ten years financial reformation, Chinese banks have achievedremarkable results in the scale, profit, market value and etc.Once had been thought tobe technical bankruptcy, Chinese banks now have substantive change. However, theworld’s most profitable banks are not equal to the world’s most competitive banks,exogenous factors resulting in the high threshold and endogenous factors arising fromthe low attractiveness, which makes Chinese banks in an awkward position. Chinacommercial banks are still facing the problems that the single income stucture, profitpattern to dependent on the loan interest margin.Researching the internationalcompetitiveness of China’s commercial banks has significant sense in the backgroundwhich the market value has become the new benchmark in banking industry.Firstly, this paper clearly defins the connotation of the international competitivepower of the commercial banks from the perspective of market valuemanagement,which is the maximization of the shareholders’ value, asset value andbrand value.Then this paper proposes three mechanism for raising the market valuemanagement through the effect of corporate governance to enhance shareholder value,the effect of innovation and value-added to enhance the value of assets, as well as theeffect of premium brand to enhance brand values. Secondly, from the China’scommercial banks development present situation, this paper focuses on the analysis ofChinese commercial banks’ achievements and problems after entering WTO. Thirdly,this paper adopts the entropy weight method to build a commercial bank internationalcompetitiveness index, analyzing35leading commercial banks’ data from2009to2012, evaluating their international competitiveness, and obtaining five conclusionwhich are " the largest scale is not equal to the strongest competition "," ChineseCommercial Banks brand value exists serious short board ","The performance ofChina’s banking is relatively ahead in financial crisis "," The post-crisis era, there is asignificant decline in the competitiveness of China’s joint-stock banks "," Chinesecommercial banks face multiple threats of emerging economies ". Finally, this paperput forward the counter measureand suggestion to enhancethe the internationalcompetitiveness of China’s banks from the perspective of market value management.Chinese commercial banks should enhance shareholder value by strengtheningcorporate governance, and increase asset value through service innovation, production innovation and mechanism innovation, and by optimizing the strategy of going out toenhance the brand value, which in order to fully enhance the internationalcompetitiveness of commercial banks.