The Marketing Strategy Research Of Shenyang Minsheng Bank’s Community Banks Project

With the development of internet technology, the role of the Minsheng bank branches which are the media between customers and banks is weakening. The bank’s retail business is becoming increasingly one of the bank’s main businesses. In order to carry out the retail business successfully, the major commercial banks have started to focus on community banks project and they are hoping that community banks project could bring marketing strategic transformation for enterprises.At the present stage, the community banks business in China is carried out unstably. Some banks have started their action drastically, while some banks would remain hesitant. Although more and more banks are joining the ranks to build community banks, but the development mode of community banks is still at the exploratory stage. Faced on the raging coming of Electronics Internet Era, how to grasp the trend to research the innovative mode and develop new technologies for promoting the community banks project is related to the living conditions of Shenyang Branch of China Inshore Bank which is just stay in Shenyang in this current financial environment.This article will start from the definition, positioning and development model of Shenyang branch of Minsheng bank, then combine with macro environment, industry environment, internal development environment to analyses the advantages and disadvantages of community banks project generally, and foresee the difficulties and problems during the promotion process. On the basis above, this article will make development strategy of community bank building which is in line with the Shenyang branch characteristics-4P strategy using SWOT and STP analysis method.Finally, according the analysis methods, this paper will get specific processes and safeguards of strategy implementation, Minsheng Bank of Shenyang will further promote the comprehensive development of retail business, fully open the golden age of "Community Banks". The strategic objectives and direction from this article will put forward ideas and suggestions for the future building of community banks and give reference value.