Research On Marketing Strategy Of Community Bank Of Xi'an Branch Of China Everbright Bank

Community banks mainly refers to the total size of those assets and the service is primarily aimed at small, local commercial banks within the region households and SMEs. In recent years, we continue to accelerate the pace of financial reform, but a reform of community banks is an important measure of financial development. Community development banks not only can improve the banking system, effectively satisfy the financial needs of individual consumers of financial products and services, SMEs and individual businesses to broaden the financing channels, can also enhance the competitiveness of the banking sector, improve financial ecology. Stand in the perspective view of the bank development strategy, community banks can provide customers with a more intimate, in-depth services, help banks establish a good corporate image, enhance brand competitiveness, but also conducive to the bank to expand their customer base and market space, stand out in the increasingly fierce competition in the banking sector. Thus, community banks have broad space for development in China, there is a greater potential for development.In this paper, combing theory based community banks, foreign community banksto practice analysis and lessons learned, based on the current situation of China Everbright Bank Xi'an Branch Community Bank marketing, the problems related to the analysis, and the use of PEST analysis of China Everbright Bank community development Bank Xi'an branch faced external political, economic, social and technological environment of the systematic analysis. Based on the analysis, the author from the perspective of China Everbright Bank Xi'an long-term development of the community developed a marketing strategy community banks, but also make recommendations for the development of China Everbright Bank Xi'an Branch safeguards community banks need.Community Bank marketing strategy referred to herein includes STP strategy and 4PS policy. We very much hope that China Everbright Bank Xi'an Branch banking services in the community to carry out the process can refer to and implementation of this strategy, I believe that through the practice of continuous testing, this strategy will Everbright Bank Xi'an community marketing efforts can play a role in boosting. At the same time, this research has broad applicability, not only for the healthy development of China Everbright Bank Xi'an analysis help community banks, can also provide an effective reference for the other commercial banks to carry out community banking services.