The Research On The Community Bank’s Development Strategy Of China Everbright Bank Chenzhou Branch

Since 2015,Chinese economic development has undergone the "new normal" adjustment period,and all walks of life are facing a new round of pressure.On the other hand,the rapid development of Internet banking has further exacerbated the competition in the financial market.In addition,the central bank in 2015 during many times "cut quasi cut interest rate",the banking industry relies on "deposit and loan high interest margin" survival and development of the days gone.What should be paid more attention to is that the February 2016 financial turmoil caused major banks to suffer heavy losses,which directly led to the collapse of the global financial market? Operation of these external shocks to small and medium-sized joint-stock banks has brought enormous challenge,so the small and medium-sized banks to develop community banks to change the development strategy research has important practical significance for the development of strategies for community banks.The paper summarizes the research literature of community banks,three levels of understanding and development,the existing literature mainly focuses on the community bank community bank competitive advantage and efficiency,the community bank and relationship lending bank research and community development model,relates to the specific analysis of the development of community banks little literature.Then,the author studies the definition,characteristics and relevant theoretical basis of community banks,and analyzes the development of community banks in China and America,which lays the theoretical foundation for the following research.Then,based on the analysis of the market positioning of community banks by using C-A-P model,the existing state of community banks in Chen Zhou branch is analyzed.At the same time,SWOT analysis method is used to further analyze the internal and external competition environment and competition conditions of community banks in Chen Zhou branch,and summarize and summarize the current situation and existing problems of the development of community banks in Chen Zhou branch.Finally,the author combines the context analysis,from the network layout,development mode selection,market positioning,brand marketing and service product innovation in five aspects put forward the development strategy and relevant safeguard measures are put forward from the two perspectives of culture and management philosophy,basic system.The main points of this paper:(1)based on the related theories,this paper believes that the new urbanization provides customers foundation for the development of community banks,into the community,the difference competition will help to maintain the core competitiveness,is the best form of Inclusive Finance practice.(2)Chen Zhou branch in the development of community banks,in the network layout should choose the standard score to determine,in the choice of development mode should be based on the features of the community to adjust the three basic mode of existing optimization,adhere to different market positioning,alienation,strengthen brand marketing,and innovative services and products to meet the needs of community residents.The innovation of this paper lies in: first,the related theory basis for the core competitiveness and the development of community banks based on;second,proposed to choose the existing community bank development mode,should fully consider the features of the community and need.Of course,limited by the size of the data,regional differences and other factors,this paper still has some limitations.