The Market Strategies Of Joint-equity Commercial Banks

The banking industry in China is an oligopoly market. The four major state-owned commercial Banks,including Industrial and Commercial Bank of China, Agricultural Bank of China, Bank of China, China Construction Bank, have already occupied a large market share. National shareholding commercial banks,Local joint-stock commercial banks and foreign banks strive for the rest of market share.The national joint-equity commercial banks, as the market followers, face the major competitive pressures from the State-owned Commercial Banks and Foreign Capital Banks. So It's a very real problem for the national joint-equity commercial banks to boom. This article bases on the marketing point of view, using Michael Porter's Five Forces Model, the SWOT analysis model and other classic marketing analysis tools, analyzes the current situation both external environments and internal resources very comprehensively and deeply. Then based on the analysis of both external environments and internal resource, furthermore, the national joint-equity Commercial Banks must implement modern marketing management and use product, price, promotion, and distribution of marketing tactics flexible and effectively. Eventually the national joint-equity Commercial Banks can circumvent the fierce competition in a certain extent, and then develop a broader market space and achieve new rapid development.