Research On Marketing Strategy For Everbright Bank Branch In Changchun Community Bank

The concept of community banks (Community Bank) comes from the UnitedStates and other Western financial developed countries, where "community" is nota defined geographical concept, both refer to a province, a city or a county, city orcountry can also refer residents inhabited areas. Any asset size is small, mainly forlocal small commercial banks operating in the region and household services forSMEs, can be called community banks.At present, the development of community banks in Western countries hasmatured and improved line of business, however, the pace of development of thedomestic banking community has been relatively slow, and even some banks stillin the conceptual stage of this. With the deepening of the development model ofcommunity banks, some joint-stock commercial banks have begun to grasp thetentacles of the times, to seek more innovative and convenient mode of operation,the development of targeted community banking model. For example livelihood,SocieteGenerale and other commercial banks have implemented community bankin the country, and carry out a resounding success. However, a single from thebank development strategy, the strategy will be to build community banks moresophisticated banking services, accurate, thoughtful kind of mode of operation.Very conducive to the opponent, such as forests, strong opponents like clouds,another way to fierce competition in the banking sector, covering more market area,so that customer service is more intimate, more in-depth. It also can grab moremarket share and bring greater convenience to customers. Therefore, thedevelopment of community banks will probably get a huge space for development in the future in China’s banking sector.Papers on the internal and external environment Changchun BranchCommunity Bank, China Everbright Bank conducted a systematic analysis,analysis of the development of community banks strengths and weaknesses,opportunities and threats. In the course of the analysis of the application of acertain amount of information and data on the status quo of community bankmarketing, marketing environment, market demand and marketing strategyin-depth analysis and thinking. By analyzing the macro environment and microenvironment and SWOT theory, summed up the Community Bank currentstrengths and weaknesses, opportunities and threats. The dominant cost advantagemainly in domestic policy strengths and needs of the market advantage;disadvantages are mainly concentrated in small community banks, professionalenough, not strong flexibility and small profit margins, etc.; opportunity mainly inthe regional economy banks need to bring SME development financing needs andthe level of consumption brought about by the development community to improvemarket opportunities brought about; threats faced by community banks is mainlyreflected in the size of the smaller community banks lead to professionalupgrading is limited, community banks use of self-service banking model,financial risk resulting larger community urgently need to improve bankingsupervision, these long-term development of community banks poses a great threat.Changchun branch community bank combined with the marketing aspects of thecurrent situation and data, reference a lot of literature and market research data, acomparative analysis of the system, from a community bank’s own long-termdevelopment and timely response to market competition and challengesperspective developed for community banks effective marketing strategy. In thispaper, not only for my line community bank marketing help, while communitybanks to explore the development of other commercial banks also have a certain reference value.Which marketing strategies are divided into product portfolio strategy,competitive strategy and channel strategy. To goods and services backed bydiversified product portfolio strategy describes in detail the structure of financialproducts and services to optimize and improve the quality of service, to seizemarket share and other specific products and strategic issues; community bankingand financial products through cost-benefit analysis and community-oriented bankcustomers characteristics, summed centralized community bank customers andproduct portfolio of competitive strategy; through in-depth study of the communitybank marketing channels, combined with the actual situation in Changchuncustomer base, coupled with the current stage of development of community bankbranches located in Changchun, summed up the community banks into thebusiness district, into the factory, into the community, into the campus channelstrategy. I believe that through the test of practice, the above strategy will play arole in promoting and facilitating community bank branches in Changchunmarketing efforts.