The Research On Market Positioning Of Shizuishan Bank

Municipal commercial banks’role in driving regional economic development and their status in the national financial system have become increasingly outstanding, and consequently, they have received extensive attention at home and abroad. After China joined WTO, our banking industry has witnessed increasingly severe competition as confronting with comprehensive financial industry and periodical market opening. On the one hand, municipal commercial banks have been restricted in the region and scope of operation. On the other hand, they have been under increasing pressure in the marketing competition with large state-owned commercial banks and joint-stock commercial banks, and the pressure of expanding new markets. Under the current situation of fierce competition and rigorous market challenges, effectively cognizing the current market environment and explicating market positioning becomes the key and priority for urban commercial banks in realizing a stable and sustainable development.Market positioning has far-reaching influence on the formulation and implementation of development and operation strategies. Vague market positioning will easily lead to poorly planned, targeted and oriented development strategies, which will cause blindness. Just like the majority of municipal commercial banks in China, Shizuishan Bank shows problems as shallow cognition and poor comprehensive of market environment, and failure to explore the depth of positioning in the cognition and comprehension of market positioning. As a result, these questions have severely affected the effectiveness of marketing activities, the persistency of market exploitation and the stable and sustainable development of the enterprise as a whole. All of these have restricted its prospect of becoming a characteristic and successful bank in the competition region. In consideration of these, this dissertation meticulously analyzes the external environment of market development and competition of Shizuishan Bank, objectively and comprehensively explores weaknesses and problems, re-positions and classifies the target market and target customer, with an aim to construct a sustainable and scientific development pattern and train of thought in operation.On the basis of studying the theory of market positioning, this dissertation simply collects and classifies the basic principle and basic theory of market positioning in commercial banks, as well as analytical application model, positioning strategy, hierarchy and procedure, and successful practices and effective inspirations of market positioning in domestic and overseas banks. Furthermore, it summarizes that as local commercial banks, municipal commercial banks should take the pursuit of different market positioning as the principle, and select different positioning strategies as the strategic foundation of market positioning, foster core business advantages and become more novel and unique than others. By virtue of comparative analysis and empirical analysis, this dissertation demonstrates the necessity and significance of explicit market positioning in Shizuishan Bank’s new market competition environment and development strategies. On the basis of effectively organizing and comprehensively analyzing Shizuishan Bank’s external and internal environment, advantages and disadvantages, this dissertation combines the principle of market positioning of commercial banks and the practical condition of market positioning of Shizuishan Bank. The positioning of hierarchy, region, customer, business and channel of Shizuishan Bank is also put forward in this dissertation. It is also suggested that comparative advantages and resource integration should be utilized to drive the scientific and stable development of the overall business, so as to facilitate Shizuishan Bank’s core competitiveness and realize its prospect of becoming a characteristic and successful bank.