摘 要
我国加入 WTO 以后，金融市场的开放对我国中小商业银行的生存和发展环境
造成了很大的冲击。当前严峻的经济金融形势正逐渐考验中小商业银行应对复杂
困难局面的能力。广发银行是一个有着特殊历史背景的银行，在其他商业银行迅
猛发展的时期，广发银行还在重组；当其他股份制银行赶上大好形势，规模突分
猛进、稳健经营的时候，广发银行奋起直追，虽然规模上有所提升，但与其他股
份制商业银行间尚存在一定差距。在我国无论是国有商业银行还是中小商业银行，
对于相同的金融环境和相同的客户群体，在金融产品雷同的情况下，市场定位也
基本趋同。广发银行在发展历史、整体规模、人员素质方面与国有商业银行相比
没有优势可言，如果再没有自己的经营特色，在资金规模和网络覆盖都处于劣势
的情况下选择与国有商业银行一样的市场定位，竞争力的提升空间不会很大。

本文引入营销学中市场细分、目标市场选择及市场定位理论，理论联系实际，
针对广发银行大连分行目标市场定位现状及问题分析，通过对广发银行大连分行
外部营销环境和内部优势分析，基于广发银行大连分行相关业务数据和财务数据，
提出了比较务实的提高竞争力的目标市场定位建议。

笔者希望借此可以为加快广发银行大连分行向全功能的商业银行的转化，为
全面提升广发银行大连分行的竞争力提供帮助，并且使其能够在日趋严峻的金融
环境占有一席之地。

关键词: 广发银行，市场定位，目标市场

ABSTRACT
Since China’s accession into WTO, the opening of financial market has constituted
much menace to the survival and growth of China’s small- and medium-sized
commercial banks; and at the same time, the severe economic and financial situation at
present has posed many challenges for their capacity for adaptation and adjustment. As
a commercial bank with its own historical background, China Guangfa Bank is is still
under reconstruction while other commercial banks are in rapid development; despite its
moderate growth in size, it is still lagging behind other shareholding commercial banks.
Facing the same financial situation and the same target clients, China’s commercial
banks, be it state-owned or small- and medium-sized, resemble in strategies of
marketing positioning. Since China Guangfa Bank enjoys no competitive edge over
state-owned commercial banks in terms of history, overall size, and human capital, and
what is worse, it is at a disadvantage in terms of capital scale and network coverage, it
would be difficult or even impossible to enhance the competitiveness for China
Guangfa Bank without proper and feasible marketing positioning strategy.
Starting from the concepts of market segmentation, target market and market
positioning in marketing, this thesis shows a thorough analysis of the status quo and the
existing problems in the target market positioning of China Guangfa Bank, Dalian
Branch, and proposes some practical approaches or recommendations for its enhanced
competitiveness after the exploration of its external marketing environment and internal
advantages and the analysis of its related business and financial data.
The thesis is expected to speed up the transformation of China Guangfa Bank,
Dalian Branch into a full-function commercial bank and provide some insights into the
ways to make it more competitive in domestic and international financial markets and
much stronger in this increasingly severe financial situation.
Key Words: China Guangfa Bank, Dalian Branch; market positioning, target market