Market positioning of private Banks

下面为大家整理一篇优秀的assignment代写范文- Market positioning of private Banks，供大家参考学习，这篇论文讨论了民营银行的市场定位。民营银行在近二十多年的发展中已经初步形成了一个较为普遍的市场定位，并且按照现有的市场定位在逐步发展。但是近年来金融行业发展迅速，形成了各式各样的金融企业，金融行业的发展和壮大在一定程度上增加了民营银行的竞争压力。所以，民营银行应该结合现在的发展趋势选择适自己的市场定位，尤其是目前新成立的一些民营银行，更应该明确自身定位，从而提高竞争实力，帮助自身进行发展。

In 1996, China established the first private bank and named it as minsheng bank. So far, the development of private Banks in China has only lasted for more than 20 years. In 2014, China Securities Regulatory Commission announced five private Banks as pilot Banks. The gradual increase of private Banks increased the proportion of private Banks in all Chinese Banks to some extent, and the capital of private Banks also gradually increased. As of June 2017, the non-performing loan ratio of China's private Banks was about 0.7 percent and the amount of non-performing loans was about 800 million yuan, far lower than other types of Banks. The orderly development of private Banks mainly benefits from the strategic guidance of China Securities Regulatory Commission. China Securities Regulatory Commission clearly puts forward that private Banks should make use of their own advantages to conduct sales and management, complement their advantages with other Banks and compete in a dislocation way, so as to realize their sound development.

With the continuous rise and rapid development of private Banks, more and more scholars in China have studied the market positioning of private Banks. Now there are mainly two viewpoints. On the one hand, it believes that China's private Banks should seize the development of the Internet, realize the transfer and appreciation of funds through the Internet, and make good use of the advantages of the Internet to form their own positioning. On the other hand, it is believed that China's private Banks should rely on their local regions for development, mainly including local construction and investment, make good use of regional advantages for their own characteristic development, support local construction so as to gain profits and help improve their competitiveness and operation level. But either view is based on an analysis of a bank and is not widely used in the study of market positioning. Therefore, this paper will combine China's current market and the existing 17 private Banks for analysis, and from the perspective of all private Banks, study the market positioning and product sales strategy measures that private Banks in China should choose in sales development.

China's private Banks have initially formed a relatively common market positioning in the past 20 years and are gradually developing according to the existing market positioning. However, in recent years, China's financial industry has developed rapidly, forming a variety of financial enterprises. The development and expansion of the financial industry has increased the competitive pressure of private Banks to some extent. Therefore, China's private Banks should choose their own market positioning based on the current development trend, especially for some newly established private Banks, they should define their own positioning so as to improve their competitive strength and help their development. Based on the existing analysis, this paper believes that China's private Banks should mainly consider the following factors when positioning the market.

The main reason is that private Banks developed late, and there are many newly established private Banks. These Banks generally have the characteristics of small scale, little capital, low popularity and strict supervision. If the market positioning of private Banks is in the region, the publicity cost can be reduced to some extent and the capital pressure of enterprises can be eased. In addition, by selecting the region in which it is located, it can focus on market promotion, rapidly expand its popularity and help enterprises to rapidly develop their related businesses. In addition, private Banks mainly rely on their own attack to obtain resources and have higher risks, so they should not rapidly expand their scale in the initial stage of establishment, but should be seek improvement in stability. Once a private bank has a firm foothold in a region, it can help it expand its popularity, improve its reputation, get social recognition and play its advantages to a large extent.

If private Banks want to take a place in many Banks, they must have their own characteristics as support. With the development of economy, Chinese people have more investment needs and capital. Therefore, private Banks can seize this opportunity to innovate their banking business and seize target customer groups with different needs. Engage in dislocation competition with other Banks to form their own business scope and target customers. China's private Banks can refer to the relevant experience of some developed countries to optimize their own business. For example, we can refer to Germany's "community banking business" to conduct targeted optimization of banking business according to the needs of different communities and form targeted banking business. In addition, relevant businesses can be carried out in the regions where some large Banks are unwilling to conduct sales development, and customers in these regions can be targeted to conduct lending business, mortgage business, credit card business, deposit card business and electronic banking business. In addition, I can learn from the United States and go into the community for explanation, so as to carry out emerging businesses such as insurance, consulting, inheritance and securities sales in the community and constantly expand my target customer group.

Due to the continuous reform of market interest rate in China, it is difficult for Banks to obtain profits through loans and other related industries to support their development. Moreover, the interest rates of various Banks are similar, so it is difficult to attract more customers on the interest rate. This requires Banks to provide more distinctive and specialized services. Private Banks can set up a special professional team to complete the one-stop service for customers, form one-to-one professional guidance for customers, and obtain the trust of customers in service and make them invest. In addition, more specialized financial services can be formed, and short-term financial services ranging from 15 days to 360 days can be formed according to the needs of customers, so as to increase the number of customers who want to conduct short-term financial services and meet the needs of more customers. Still can have specific aim to carry out a few insurance business, for instance marriage danger, birth danger, study danger to wait for more new-style insurance business, increase the risk that oneself is planted in the light of current market, increase client group thereby.

Through the above analysis, it is hoped that private Banks can make good use of their own advantages in future development, adopt the sales strategy of "adapting measures to local conditions", make clear their target customer groups, carry out relevant businesses in a targeted way, increase their product categories and provide more specialized and characteristic services. Make full use of the market effect, through the optimization of services to seize more consumer groups. In addition, it should also conduct dislocation competition with other large Banks, complement each other's advantages, form its own product positioning, and constantly strengthen and improve its positioning in the hope of rapid development, so as to occupy a place in China's banking sector.

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