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The Market Positioning Research of China’s City Commercial Banks

Author: LiYunCai
Tutor: ZhaoLiMing
School: Tianjin University
Course: Technology Economics and Management
Keywords: market positioning city commercial banks SWOT
CLC: F832.33
Type: Master's thesis
Year: 2011
Downloads: 370
Quote: 1
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Abstract


City commercial banks are a product of china’s financial reform, which is based on the credit cooperatives in the city’s urban form of joint-stock commercial banks. After more than ten years’development, the city commercial banks have made great achievements and have become very important part of our bank system. However, due to inherent, city commercial banks faced lots of questions from the first day, especially with the increased openness of our financial sector, the competitors are more, its development has big difficulties. "In order to survive in the adversity, in order to develop in the competition" is the most authentic portrayal of city commercial banks. So what is the biggest dilemma the city commercial banks face?The biggest problem the city commercial banks face is:first, their market position is fuzzy, they don’t understand their position so as to deviate the strategic positioning, second, their business failure, poor asset quality, heavy historical burden, weak internal control system and so on, which makes them have difficult to open new markets and stave off external competition.The meaning of this paper is that through clearing the position of the city commercial banks, develop the urban economy vigorously, lay the foundation for the financial industry. In this paper, I will combine the theoretical research and empirical analysis to study the position of the city commercial banks. In the first half, this paper will mainly elaborated the theory of market position system and the major issues of the city commercial banks’development, in the second half, it will give an example as TJ bank, according to the specific characteristics and requirements to answer the question of "what" mainly. In the study, I will try my best to guide practice with the help of theoretical research and solve specific problems. This article will make comprehensive use of business management, marketing and research knowledge of banking, System of the City firm’s market orientation, and to make recommendations to their positioning, combined with examples of combining theory and practice, give full play to stage graduate Theoretical research capacity and practical ability.

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CLC: > Economic > Fiscal, monetary > Finance, banking > China's financial,banking > Financial organizations, banks > Commercial banks ( specialized banks )
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