Research On Network Layout And Operation Optimization Of Community Bank Of Xuzhou Branch Of Minsheng Bank

With the development of the interest rate market and Internet finance, the traditional business models of commercial banks are faced with the problem of profitability dropping significantly. How can commercial bank innovative business model to open up new point of profit growth? Community bank model may be a feasible way.This paper first defines the definition of community banks. The mode of community bank in this paper mainly refers to those banks operating within the community, providing the convenient, fast, personalized financial products and services to the residents and businessmen in the area of the community. The time of Minsheng Bank in Xuzhou to carry out community banking strategy is short, the outlets few, and the products are not full. The problems now they face are network layout and how to carry out better business for the community individual residents. The main research method of this paper is field research. Firstly, I conduct field visits to the community banks of Xuzhou branch of Minsheng Bank, and select three representative community banks as the object of study. I subdivide the potential customer groups from the gender, age, education level, occupation and other factors, and understand the diverse needs of customers in various areas from the service channel client bank, bank selection preference, investment products combination and other aspects. Based the basic status of the accurate positioning and the in-depth understanding of the target customer, we can analyze the problems of network outlets and business of the Minsheng Bank in Xuzhou.The implementation time of Community bank of Minsheng Bank in Xuzhou is too short, and its outlets are few and concentrated. In the future, the choice of outlets of Minsheng Bank should be based on the following principles: the existence of a large number of high-quality customers, lack of bank competition, high maturity of the community, forming a complementary relationship with the existing network and convenience. Combined with the city planning of Xuzhou, we can determine the target of community and customers. With the small and medium-sized enterprises and individual customers is gradually valued by commercial banks, in order to seize the future of retail market, community banks, as an extension of banking services, will bear the serious responsibility of the future retail business marketing. However, the brand of Minsheng Bank in Xuzhou is not competitive. The financial services and its process of community banks are single and complex. The internal management system of community banks is not yet perfect. Most community banks are lack of high quality customers and so on. In viewof the above problems, Minsheng Bank in Xuzhou should make proactive, customer-oriented marketing strategy, enrich the financial products, and design differentiated financial services and other measures.In this paper, based on the research of the community bank strategy of Xuzhou branch of Minsheng Bank, I hope provide constructive ideas for the construction of community bank in Xuzhou, and provide a useful exploration for the development of community bank of other commercial banks.