Research On The Optimization Of Marketing Strategy Of County Bank In Jiaozhou, NY

At present,the financial market has been showing the trend of complexity and variety in the county area of china.on the one hand,China's New Normal,New-type Urbanization and the reform of interest rate liberalization have been affecting the business developent of commercial banks.on the other hand,Private banks and Internet finance has impacted the market share of traditional commercial banks in the county.Therefore,the market of county area is facing both opportunities and challenges.This thesis summarizes the connotation and evolution of marketing theory,and deeply analyzes the research achievement of county's commercial banking marketing from the academic aspect.Based on the theory,we have applied various actions to the Jiaozhou Branch of NY Bank.Not only we analyzed the current status of marketing for this branch according to the construction of marketing system,execution of marketing strategies,the configuration of marketing human resources and the possession of marketing share ratio,but also performed a thoroughly diagnosis by introducing different business models,for example,analyzing the macro-politics,macroeconomic and social environment through PEST model,analyzing the competitive condition of the market of commercial banking through Porter's Five Forces Model,and presenting the advantages and disadvantages of the NY Bank itself,the opportunities and threatens that the bank is facing through SWOT Model.On the basis of the previous analysis,this article will also analyze the reform of marketing strategies for the Jiaozhou branch of NY Bank of China in recent years from the aspect of business philosophy,customer management,specialty products and employee training.Besides,this paper makes a preliminary assessment of the achievements made by the reform measures and summarizes shortcomings from failures and experiences from successes in the marketing for NY Bank..Finally,by keeping various influencing factors that existing in the current county market into consideration,this thesis puts forward some countermeasures and suggestions on the optimization of marketing of the country commercial banks from five important aspects,including strategic concepts,customer management,product innovation,human resource management and the system.Hopefully,this article will also provide some insights about expanding the product coverage of the county financial field and increasing the level of financial services.