A Research On Marketing Strategy Of A Rural Commercial Bank's Community Network Branch

In recent years,with the rise and development of domestic Internet finance such as “Ali,” “Tencent,” “Jingdong,” and “Baidu,” the general public's reliance on banks have been getting lower and lower,which has brought intense impact on banks.What worries the banking industry is that Changes in people's financial needs and the continuous reduction in the proportion of low-interest deposits in banks have led to a continuous contraction in deposits and loans.All of these factors have urged banks to find ways to open up new models and ways that are suited to their own development.At the era of reform and innovation,the competition in the banks will become more intense.Who can occupy the channel resources will mean that it can occupy more markets,have more resources,and bring more benefits.under such circumstance community banks were born.Therefore,there are great significance to explore the market strategies of community banks for the rapid and healthy development of commercial banks.A Rural Commercial Bank has always been focusing on “supporting agriculture and microfinance”,meeting to the concept of community banking.In 2014,A Rural Commercial Bank implemented a transformation strategy for network branch which upgraded the standardization,the internal environment and business services.However,the market scale of A Rural Commercial Bank's community network branch is still not high,and traditional advantages are gradually weakened and broken.Therefore,it is of great practical significance to study the marketing strategy of the rural bank of ABC.This article takes A Rural Commercial Bank's community network branch as the research object,adopting literature retrospective method,qualitative and quantitative analysis methods,and questionnaire survey method.First,it carefully studies the relevant literature of community bank network branch at home and abroad,and elaborates the definition of community bank,network marketing,and marketing strategy theory.Then,combined with my own work,the research thoroughly analyzes the development and markerting situation and existing problems and causes of community network branch in A Rural Commercial Bank.At the same time,SWOT analysis was used to analyze the advantages,disadvantages,opportunities,and threats of marketing strategies of A Rural commercal Bank's community network branch.The research proposes three strategies of marketing,customer experience and promotion.Finally,the guarantee for the implementation of marketing strategy of A Rural Commercial Bank's community network branch was proposed.