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1、摘 要2006年11月11日，我国加入WTO的过渡期结束，我国金融业已全面对外开放。作为对我国城市经济发展有着重要贡献力量的城市商业银行将面临着国有银行、股份制银行和外资银行三方面的挑战。不少大中型城市商业银行由于自身的发展潜力和当地政府的推动，纷纷引进外资、联合重组或实现跨区经营。而资产规模较小、技术落后、管理不完善的多数中小城市商业银行，如何迎接国有银行、股份制银行和外资银行的挑战和竞争是当前急需解决的问题。笔者认为，我国中小城市商业银行若想提高竞争力，首先必须正确分析自身的比较优势和劣势，制定明确的市场定位。明确的市场定位有利于中小城市商业银行细分自己的服务对象，培养忠诚的顾客群，提高服
2、务效率，增强自身的竞争力；有利于完善我国的金融体系，优化资源配置，解决中小企业的融资难问题；有利于满足居民个性化的消费信贷需求。美国的社区银行以其独特的市场定位，在历经银行业并购浪潮和经济不景气后仍保持了旺盛的生命力和相当强的抗击经济衰退的能力，它的成功经验给我国中小城市商业银行的市场定位提供了有益的启示。本文通过借鉴美国社区银行的市场定位经验，比较我国中小城市商业银行与美国社区银行的相似点和差异性，同时从市场需求和制度需求的角度，对我国中小城市商业银行定位于为当地中小企业、当地居民和当地经济服务的“社区银行”的可行性进行分析。文章的创新之处在于将中小城市商业银行从我国城市商业银行体系中划分出
3、来进行研究；并从资产规模、经营区域、产权结构、市场定位和金融产品方面重点对社区银行进行了界定；就浙江台州市商业银行的成功市场定位为例，分析其具体的定位策略和方法，总结其经验，以案例的形式说明我国中小城市商业银行定位于社区银行是可行的。关键词：中小城市商业银行 市场定位 社区银行 可行性 ABSTRACTThe transition period of Chinas accession to the WTO is over, and Chinas financial industry is fully opened on November 11, 2006. Urban commercial b
4、anks that have made important contribution to the cities economic development will face the challenge from state-owned banks, national stocked banks and foreign banks. Many large and medium urban commercial banks introduced foreign capital and combined each other to expand their business through tak
5、ing advantage of potentials owned by them and being promoted by local government. It is urgently needed to resolve that how to deal with challenges and competition from the state-owned banks, national stocked banks and foreign banks for lots of small and medium urban commercial bank with small scale
6、 asset, backward technology, and poor management.In authors opinion, if small and medium urban commercial banks want to enhance its competence, first it must analyze its comparative advantages and disadvantages and make a clear market orientation. First, the clear market orientation is useful to cho
7、ose their client, cultivate loyal customers, improve efficiency, enhance their competition. Second it can help improve Chinas financial system, optimize the allocation of resources and solve the problem of financing for SMEs (Small and Medium Enterprises). Third it can help meet the demand for consu
8、mer credit. Through the research on experience of marketing orientation of American community banks and research on similarities and differences of Chinas small and medium urban commercial banks and American community banks, the article will do the feasibility analysis that Chinas small and medium u
9、rban commercial banks should be regarded community banks for SMEs, local resident and economics.The innovation of this thesis is to divide small and medium urban commercial banks from the commercial banks and to define the community bank from asset, region, property right, marketing orientation and
10、finance products. And take TaiZhou urban commercial bank on marketing orientation as examples, analyze its specific strategies and ways of orientation, summarizes its experience, use the form of analyzing cases to show that it is possible feasible that Chinas small and medium urban commercial banks should be orientated to communitu banks. Key Word: Small and Medium urban community bank, Marketing orientation, Community bank, Feasibility