Research On The Market Orientation Of China 's Community Banking From The Perspective Of Pratt & Whitney Finance

Bank as an intermediary financial system plays an important role in the process of economic and financial development, but there is obvious lack of financial support in the current situation of the development process. In order to improve the quality of services and improve existing financial coverage of financial services, Based on C-A-P theoretical model, we analyze the community banking market positioning from the perspective of inclusive finance in this paper. The model is described in the enterprise market positioning in the three key factors: customer, area and product.This paper analyze the customer orientation, area positioning and product positioning of community banks.Because of the absence of real community banks, the paper defines the definition of foreign community banks and domestic community banks, and then come to our country is booming banking community rather than true community bank. At present,China is booming banking community rather than true community bank according to the analysis. Then combined with our existing three community banking model, we find that customer orientation is not accurate, there is no competition to the area and the produces lack of innovation. This paper analyzes the main business of the US community banks. The customer orientation of American Community Bank is very accurate. Financial services that provided are very personalized and bank has a low cost, strong anti-risk ability.According to the theoretical analysis, we take Chinese community banking practitioner — China Postal Savings Bank for example to detailed analyze of the market position of the banking community business. Our Community Banking market position is mainly in the following three versions: firstly, Community Finance1.0.This version will take major outlets located in the community, by extending working hours to provide network services to community residents in convenience way. Secondly, Community Finance 2.0. This version is mainly to improve business process efficiency and the use of a stall selling financial products way to get customers. Thirdly, Community Finance 3.0. This version is mainly to build a chain of community relations, the integration of financial services and life services in community residents.Finally, based on the above conclusions we can make the following policy recommendations: Firstly, merge multi-channel customer resources. Secondly, in regard to competition, beyond the physical network, increase efforts to promote the construction of the Internet banking platform. Thirdly, in terms of products, improve product service system and provide differentiated credit products. At the same time, in order to develop a more stable banking community, we propose that the Government should provide appropriate support policies as follows: Firstly, establish the concept of inclusive finance and foster inclusive finance culture. Secondly, community banking institutions take the difference between regulatory policies. Thirdly, the government gives tax incentives to banks which support Community Financial services.