| The opening of the benchmark deposit rate is an important milestone in the history of my country’s financial market reform.my country’s interest rate marketization began in the 1990 s,but my country’s interest rate marketization began in 2012 as a fast track.Since 2012,the frequency of adjustment of the benchmark interest rate of deposits by the People’s Bank of China has been accelerating,allowing commercial banks to continue to increase in the benchmark interest rate.Finally,on October 24,2015,the People’s Bank of China no longer regulated financial services such as commercial banks.The day when institutions set floating interest rate ceilings was a node,which announced to the country that the marketization of interest rates has moved a new path.Since 2012,my country’s financial market has undergone drastic changes,and competition in the banking industry has intensified.Foreign practical experience tells us that the marketization of interest rates is a double-edged sword.Among the two sides of the sword,one is the development opportunities brought about by competition,and the other is the reduction in the deposit and loan spreads brought by competition,the decline in earnings,and bank risks.Increase.In my country’s financial system,urban commercial banks are a very important component,and they play an important role in supporting the development of the national economy.At present,the deposit pricing strategies of many city commercial banks are very backward,and the profit point depends on the deposit and loan spreads.In the face of large state-owned commercial banks and many joint-stock commercial banks,there is a lack of competitive advantages.Therefore,the study of the deposit interest rate pricing strategy is to enhance the competition of city commercial banks.It is important to solve the problem of narrowing the deposit and loan spreads of city commercial banks and enhancing the profitability of city commercial banks.This article selects Bank A in the city commercial bank as the research object,and conducts an in-depth study on its deposit interest rate pricing strategy.First of all,this article combs the relevant theories of deposit pricing strategies from the two aspects of deposit pricing methods and deposit pricing strategies,so as to explain the various measures that banks can take in deposit pricing strategies,and evaluate and analyze these measures to price subsequent deposits.Strategic analysis lays the foundation.Then,this article takes the actual situation of Bank A’s deposit pricing strategy as an entry point,through longitudinal comparison of Bank A’s pricing behavior in 2012-2019 and horizontal comparison of the pricing characteristics of various types of banks,it is concluded that Bank A’s deposit pricing strategy is adopted before and after With the accompanying market pricing strategy and skimming pricing strategy,the deposit pricing method is the conclusion of the benchmark interest rate plus pricing method.Then,based on the actual operation of Bank A,the analysis shows that Bank A’s deposit pricing strategy has the problems of unsound deposit pricing mechanism,excessive pricing,which leads to increased risks and lack of difference in deposit pricing.After a targeted analysis,this paper believes that factors such as overall environmental constraints,backward development concepts,lack of technical personnel,lack of pricing mechanism,lack of differentiation and competitiveness of products have jointly caused problems in Bank A’s deposit pricing strategy.On the basis of these analyses,the SWOT analysis method is used to further elaborate Bank A’s deposit pricing strategy.Finally,on the basis of summarizing the previous research,I made three suggestions for the optimization of the deposit pricing strategy of Bank A: first,the optimization of the deposit pricing system;second,the optimization of the deposit pricing model;and third,the optimization of the deposit pricing strategy.At the same time,this article hopes to provide an experience reference for city commercial banks under similar conditions through the case analysis of Bank A,promote the improvement of city commercial banks’ deposit pricing ability under the background of interest rate marketization,and strengthen the profitability and competitiveness of city commercial banks. |
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