How Commercial Banks Enhance Their Public Business Marketing Capabilities

I. Difficulties in commercial banks' public business marketing 1. The diversification of direct financing tools has posed more challenges to commercial banks' public business marketing. Direct financing is the symmetry of "indirect financing", which is a way of financing without financial institutions as intermediaries. It is a way of financing funds without the intermediary of financial institutions. The unit that needs to incorporate funds and the unit that finances the funds transfer monetary funds through direct agreement. The forms of direct financing include: buying and selling securities, making deposits and selling goods on credit, and lending money without going through banks and other financial institutions. Direct financing can maximize the possibility of absorbing social capital, direct investment in enterprise production and operation, to make up for the shortcomings of indirect financing, is conducive to the rapid and rational allocation of funds, improve the effectiveness of the use of funds as well as the advantages of lower funding costs and investment returns. Direct financing tools affect the total volume and structure of the traditional business of commercial banks, resulting in slower growth of loans and a reduction in the total volume. 2. The loss of high-quality customer resources makes it more difficult for commercial banks to market their public business. Many large high-quality customers gradually get rid of their dependence on banks, and issue stocks or bonds to finance their enterprises, which has a gradual impact on the banks' public business. The separation of financing needs of large customers, the scale of the reduction, the intensification of competition in the industry and other phenomena will inevitably lead to a reduction in the bank's rate of return, the public business marketing difficulties.