Abstract: Marketing environment analysis is the key to the success of commercial banks' marketing. It is very important to analyze the marketing environment faced by commercial banks in China and make clear the opportunities, challenges, advantages and disadvantages faced by commercial banks in order to improve the effectiveness of marketing management of commercial banks in China.
Keywords: marketing management of commercial banks
1 opportunity analysis of marketing management environment of state-owned commercial banks
Market opportunity is the focus of commercial banks' marketing management, and it is also the fundamental survival power of commercial banks' marketing management. Only by recognizing opportunities and seizing them can commercial banks remain invincible in the fierce market competition.
1. 1 The macro economy is running well and the politics is stable. Over the past 20 years of reform and opening up, China's economic development has made great achievements that have attracted worldwide attention. In terms of economic aggregate, China's GDP in 200 1 year was 109655 billion yuan, and reached 18232 1 billion yuan in 2005. High-speed economic growth has greatly improved China's productivity and national strength. In 2005, China's economy surpassed Canadian and Italian to become the sixth largest economy in the world, and it is predicted that it will be the fourth largest economy in the world in 20 10, next only to the United States and Japan, and equivalent to Germany. After more than 20 years of reform, opening up and rapid development, the market supply and demand pattern, economic system environment and foreign economic relations have undergone major changes. These changes have created good opportunities for the development and marketing activities of China commercial banks.
For the marketing of commercial banks, the next 20 years will be a rare period of strategic opportunities for the benign operation of China's political economy. Taking the 16th National Congress of the Communist Party of China as a new starting point, China has entered a period of building a well-off society in a more pragmatic and all-round way and an adaptation period of joining the World Organization. Basic industries and infrastructure will maintain the growth momentum, the pace of urbanization will be accelerated, the regional economy in developed areas will be further consolidated, and the large-scale development of the western region will continue to make greater progress. All these have created huge business opportunities for China commercial banks to explore the market.
1.2 SMEs are facing a good development momentum. Enterprises are the most important customers of commercial banks, and establishing a stable relationship between banks and enterprises is the key to commercial banks' marketing activities. By analyzing the development situation and trend of enterprises in China, it is found that state-owned enterprises are still the focus of marketing of state-owned commercial banks, but in addition, in order to open up the enterprise market, both state-owned commercial banks and small and medium-sized joint-stock commercial banks should turn their marketing eyes to small and medium-sized enterprises and private economy. For commercial banks, this is a market with great potential. At the same time, the growth of non-public economy also needs a lot of financial support and financial institutions to actively provide financial services, which provides an excellent opportunity for Chinese commercial banks to expand their business market space in marketing.
1.3 emerging industries and advantageous industries have developed rapidly. In the next 20 years, the state will gradually accelerate the adjustment of economic structure and increase the inclination of policies to promote the rapid development of emerging industries and advantageous industries in the era of knowledge economy. Generally speaking, emerging industries, including information industry, biomedicine, new materials, new energy and environmental protection industries, have attracted much attention because of their vast market space and immeasurable potential. At the same time, the country's structural adjustment and macro-control have also accelerated the development of some industries. For example, the cancellation of housing distribution with benefits in kind and personal housing credit have promoted the development of real estate and building materials industries. The country's emphasis on agricultural industrialization and rural urbanization has also greatly promoted the development of related industries. At present, the scale of foreign investment in China is expanding, and the demand for bank credit in education, scientific research, culture, health, press and publication is increasing. The inter-bank market, securities market, fund market, insurance market, futures market and gold market have entered a period of rapid development, and the cooperation space between banks and related market entities has expanded. All these provide good development opportunities for the marketing of commercial banks in China.
1.4 The market potential of residents' consumption is huge. Judging from the changes of residents' consumption structure, the Engel coefficient of residents is decreasing year by year. 1998 The Engel coefficient of rural residents is as high as 53.4%, and they are still in the poverty stage. In 2005, it fell to 45.5% and began to move towards a well-off society. 1998 The Engel coefficient of urban residents was 44.5%, which decreased to 36.7% in 2005, and the well-off society became rich.
On the other hand, the savings deposits of urban and rural residents have increased rapidly. As the picture shows, China's personal consumption market is still in its infancy. With the maturity of consumption concepts such as credit consumption, installment consumption, credit card overdraft and advanced consumption, the marketing potential of personal consumption market will be huge, which should become a main direction of China commercial banks in the future.
Source: Statistical Bulletin on National Economic and Social Development of People's Republic of China (PRC) in 2005, February 28, 2006.
Balance and growth rate of RMB savings deposits of urban and rural residents during the tenth five-year plan period
1.5 The international business market has been further expanded. 20011/On February 65438, 2000, China formally joined the World Trade Organization, and the economic and financial globalization also put China into an open global system through the basic framework of WTO. China's capital, commodities, materials and trade will enter the world market more freely, and China's economy will be full of vitality due to the expansion of the market. At the same time, foreign capital and commodities will enter the China market more quickly, which will give China economic vitality and bring fierce competition pressure to China domestic market economy participants.
Through various exchanges and cooperation with foreign enterprises, financial institutions and government departments, the number of foreign-funded enterprises and Sino-foreign joint ventures has increased rapidly, which will make domestic commercial banks face new corporate customers. On the other hand, opening to the outside world has also accelerated the development of international business of domestic commercial banks. So far, the four major state-owned commercial banks in China have developed international business to varying degrees.
2 State-owned commercial banks marketing management environment threat analysis
With the economic and financial globalization and China's entry into WTO, the marketing environment of China Commercial Bank has undergone profound changes. While facing more development opportunities, China's commercial banks are also facing great threats.
2. 1 Challenges of foreign commercial banks Under the framework of WTO, the geographical restrictions for foreign banks to set up branches in China are gradually lifted, and the speed of foreign banks entering the China market will be further accelerated, which poses a great threat to the business development of China commercial banks. First, foreign banks will compete with domestic commercial banks for sources of funds. Secondly, foreign banks have obvious advantages in foreign exchange business and international business. Because foreign banks have the advantages of strong financial strength, flexible service mode, extensive global distribution network, high level of bank marketing management and perfect system, many international settlement businesses and foreign currency businesses with profit growth points will be lost to foreign banks in the future. In a short time, foreign banks will compete for a considerable part of the foreign exchange market. Finally, foreign banks will compete with China Commercial Bank for human resources. At present, the salary of commercial banks in China is much lower than that of foreign banks, and foreign banks also provide employees with opportunities to go abroad for training. Flexible employment system, fair competition, clear rewards and punishments, and many opportunities for talents to display their talents will inevitably make many businesses of China Commercial Bank flow to foreign banks.
2.2 The limit table of business philosophy and mechanism 1 shows the comparison of business philosophy and mechanism between China commercial banks and foreign banks. Under the planned system, the separate operation system of China's commercial banks has played a good role in rectifying the financial order, protecting the interests of investors, improving the overall efficiency of the financial system and preventing financial risks. However, in practice, the separate operation of banks will lead to the lack of operational means, limited business development space and concentrated operational risks. Under the framework of WTO, the coexistence of mixed operation system and foreign banks is not conducive to the flexible and effective asset portfolio and risk diversification of Chinese commercial banks and the establishment of internal stability mechanism; It is not conducive for banks to enter the international market competition and form a bank-enterprise group with certain advantages in the international market. If the separate operation system in China is not reformed, the mixed operation of foreign banks will pose a huge institutional challenge to the development of commercial banks in China.
Table 1 Comparison of Management Concepts and Mechanisms between China Commercial Bank and Foreign Banks
China Commercial Bank, Foreign Bank
Supervision mode: separate operation, separate management and mixed operation.
The main branch system of management system focuses on network management.
The standard total assets to determine the size of a bank, that is, the tier-one capital of the bank.
The business philosophy is bank-oriented, sales-oriented and customer-oriented.
Focus on business, absorb deposits and issue loans: key customers
The third party guarantees the borrower's credit and economic strength.
Source: Hu Haiou, et al., Comparison of Chinese and Foreign Banks' Management Concepts and Mechanisms, City Finance News, 2002, 65438+10.20.
2.3 Contraction of business space and spread space From the perspective of business space, the development of non-bank financial institutions and securities markets will bring about great changes in social financing channels, which will inevitably lead to further contraction of business space of commercial banks. On the one hand, China's non-bank financial institutions have developed rapidly. The development of these non-bank institutions diverted a large part of social funds, further shrinking the sources of funds for commercial banks. With the further development of non-bank financial institutions, this shrinkage will gradually deepen. On the other hand, China's securities market is in the process of deepening development. In the past 20 years, China's securities market has developed rapidly. Therefore, the bank loan business will decrease with the increase of financing channels. This is a great challenge for China Commercial Bank, which is mainly engaged in traditional business. According to the questionnaire survey of urban depositors in the fourth quarter of 2006 by the People's Bank of China, residents' willingness to save has weakened, and bank deposits tend to be short-term. In addition to stocks, the number of residents who buy financial assets such as treasury bonds, insurance and funds has increased significantly. The residents of 1.5 intend to change the existing financial asset structure and further increase the investment ratio.
To sum up, only by analyzing the macro-and micro-environmental changes of economy and finance can commercial banks firmly grasp the strategic opportunities and their own advantages in bank marketing management, seek advantages and avoid disadvantages, and enhance the systematicness, foresight and success of marketing management.
References:
1 China national strength report [M]. China Times Economic Publishing House, 2005, 1:23-24 pages.
2 Hu seagull. Comparison of Chinese and foreign bank management concepts and mechanisms [J]. Urban Financial News, 2002, 1, 20