How To Market Positioning For Small And Medium Commercial Banks Under The Condition Of The Marketing Interest Rate

The eighteenth national congress of the Communist Party of china and2013centraleconomic conference pointed to accelerate the process of market-oriented interest ratein our country which promotes financial liberalization. With the gradual liberalization ofinterest rates， competition among commercial banks will be more intense in thefinancial market. Commercial banks will also face greater risks. Internationalexperience suggests that the financial reform of interest rate liberalization may causehuge impact to the small and medium commercial banks. Therefore, how to develop aclear market positioning is the key to promoting their sustainable development for smalland medium commercial banks in the face of fierce competition and complex financialmarket environment.Market positioning not only determines the direction of development of small andmedium commercial banks, but also has a great influence on the management strategy.Clear market positioning can improve the core competitiveness and strengthen theability to resist financial risks for small and medium commercial banks. The marketpositioning of small and medium commercial banks is currently vague and similar topeers in our country. The added value of products and services is low. All thesephenomena seriously affect the operation and development of small and mediumcommercial banks in our county. Therefore，it is necessary to analyze the opportunities，challenges，competitive advantages and competitive disadvantages of small and mediumcommercial banks in the market environment to develop clear market positioning whichis suitable for small and medium commercial banks.Firstly，the article describes the opportunities and challenges of market-orientedinterest rates faced by small and medium commercial banks，and analyze competitiveadvantages and competitive disadvantages of small and medium commercial banks，which illustrates the necessity of small and medium commercial banks in marketpositioning. Then this paper draws on the foreign market positioning of small andmedium commercial banks experience. This paper put forward that small and mediumcommercial banks should be taken to fill a vacancy positioning, strengthening itspositioning based on strengths and repositioning，according to the market orientationprocess combined with the case. Finally, According to the problems of market positioning of small and medium commercial banks in our country, it is recommendedthat the small and medium commercial banks should actively develop intermediarybusiness, to strengthen the financial support of the county economy, the rural economy,the development of risk management tools.