Research On Marketing Strategy Of Community Bank Of Ji’nan Branch Of A Bank

As interest rate liberalization and market competition goes severe, commercial Banks gradually turned to retail banking business, accelerate the development of retail banking business become an important means to compete with commercial Banks. A Bank is a national joint-stock commercial banks. In recent years, A Bank gradually shift its strategy center to the retail business, vigorously develop offline business community banks. By community bank layout, low operating costs, close to the type of relationship marketing and differentiated value-added services, expanding the basis of customer group, finally achieve the goal of stable deposit, increase the profit.This paper revolves around community bank of A Bank Jinan Branch’s marketing strategy and the tactics design, on the basis of existing theories, using marketing strategy and the bank service marketing theory, combined with the present situation of A Bank Jinan Branch, make use of the comparative methods of relevant data and information collection and analysis, as well as literature analysis and survey research, analysis the macro environment, its own advantages and disadvantages, and also explore and discuss the implementation guarantee measures of community bank of A Bank Jinan Branch’s marketing strategy and tactics. Through the analysis, finally this paper made its conclusion that community bank of A Bank Jinan Branch should choose differentiation marketing strategy. Communicate bank should provide personalized financial products and services to target customers, do product innovation, establishing characteristic service brand, in the fierce market competition to occupy market share and achieve its own development. At the same time, do marketing mix strategy design from the product innovation, price positioning, channel development, promotion, tangible demonstration, personnel, etc, and also put forward concrete measures like optimizing the organizational structure, strengthening the management, strengthen the service consciousness, cultivating advanced enterprise culture, strengthen leadership management, talent reserve and perfecting assessment system, to ensure the implementation of marketing strategy and marketing tactics. Innovation point of this article is from the perspective of customer service, marketing strategy for A community bank jinan branch of bank A systematic research and marketing strategy, build community bank service marketing combination strategy system, the choice of development strategy of A bank jinan branch differentiation and by implementing service marketing combination strategy to promote the development of community bank business are discussed in this paper. The significance of this paper is to summarize the successful experience and reference for the development of community banks of commercial banks. At the same time, starting from the actual situation of A bank Jinan Branch, applying theory to practice, which will improve the profitability of community banks, as well as enhance customer loyalty and satisfaction. Hope this paper will bring good reference value to the development of community bank of A Bank Jinan Branch.