Research On Diversified Competition About Bank Of Gansu

With China’s economic development and adjustment of industrial structure, market demand for financial products and services is characterized by diversity and increasingly higher personalized requirements for products and services will have to be met by commercial banks. The competition modes in China’s banking industry have long failed to meet the needs of its consumers well, which rely mainly on the product qualities and imitation of marketing techniques. The contradiction between the homogeneity that both products and services are provided by banking and financial institutions and the differentiation of financial demand subjects and diversity of financial demand makes diversified competition a necessity in banking industry. Challenged by the competition from state-owned commercial banks, national joint-stock commercial banks and foreign banks, local commercial banks can only survive and grow by basing themselves on their own features, making clear their positions, aiming at their targets, focusing on innovations and in-depth development, and cultivating their own core competitive abilities as well. Taking Bank of Gansu for example, we first describe the theoretical basis of diversified competition in commercial banks. Then we analyze the market environment and the conditions that Bank of Gansu itself possesses using the method of SWOT. On the basis of theoretical and practical analysis, segmenting the market from the perspective of the region, industry and main body, we discuss the basic ideas of product innovation and marketing arrangements, and finally propose the safeguard measures to realize them.