Research On Marketing Strategy Of JNGF Bank's Community Bank Under The Background Of Inclusive Finance

In recent years,with the rapid development of market economy and the rapid development of Internet and cloud computing technology,China's commercial banking industry is facing many challenges and shocks,such as interest rate liberalization,financial disintermediation,mobile payments,internet finance,and so on.Therefore,all commercial banks are in the process of developing strategies and financial service structures.How to find "The Blue Sea" of commercial banking market competition has become a new topic in all commercial banks.In the context of the central government's policies relevant to "inclusive finance",such as the State Council's Notice on Promoting Inclusive Financial Development(2016-2020)and the Notice on Matters Related to the Establishment of Community and Small and Medium Business Banks is in succession.It is in this context that the new model of community banking came into being.Community banks have broken the traditional business model of physical commercial banking outlets,and it has become an important direction of banking financial services to improve quality and efficiency and to improve profitability.In the face of the growing tide of Internet finance,how to grasp the marketing direction of commercial banks,and how to build them through new models and technologies is inseparable from the survival of domestic commercial banks.Throughout today's society,the public's demand for financial services continues to grow rapidly.In particularly,the financial services needs of small and micro enterprises,low-income groups,the elderly,the disabled and other special groups,which has been neglected by large commercial banks,and the financial services in the less developed regions and townships has also begun to attract the attention of the central government and all sectors of society.Traditional commercial banks should change their characteristics of financial products and service innovation,marketing and development strategy transformation to banking outlets-light,close-to-customers and deep-into-the-market.Policies need to be geared towards the priority clients of inclusive finance.As a result,the community bank opening up "the last kilometer" serve of commercial banks,with its relatively low operating costs,more flexible service mode,and more symmetrical information acquisition characteristics,has become an important means of coping with shocks and serving the public to the commercial banks.On the basis of summarizing the literature and research results related to"community bank" at home and abroad,taking JNGF Bank as an example,and combining with the development status of community bank set up in other countries,this paper discusses the advantages and disadvantages of the community bank in China in terms of market positioning,market segmentation,service type and mode.This paper also analyzes the challenges and opportunities of the development of community banks in domestic commercial banks,and designs the marketing strategy and development strategy of community banking from the aspects of financial products and services innovation,price positioning,channel development and brand promotion in the context of inclusive finance.I hope that,this research can contribute to the domestic community banks in marketing strategy and strategic selection.