The Study On Marketing Strategy Of Gaoxin Community Branch Of Bank Of Rizhao

At present,financial deepening reforms and high pressured supervision have basically become a consensus of bank industry.Affected by this,some of the asset innovation and profit models of small and medium-sized banks that were previously innovative are difficult to sustain.At the same time,under the background of economic downward pressure and supply-side reform,the asset quality of small and medium-sized banks is under greater pressure.The widespread application of technologies such as big data,cloud computing,and artificial intelligence,as well as the flourishing development of Internet finance,have caused great challenges to the profitability of small and medium-sized banks.Due to difficulties in asset profitability and increasing cost of liabilities,all banks,especially small and medium-sized banks,have returned to their origins,focused on breaking through and innovating large-scale retail businesses,and setting up community banks.They have begun to focus on “small and refined outlets” and “enhance customer experience”.Gaoxin Community Sub-branch of Bank of Rizhao is the first community sub-branch set up by Bank of Rizhao in the process of implementing the retail business transformation strategy.Focusing on the main strategy of “operating the community”,it focuses on building a “business-to-life financial service” and other characteristic business development models to achieve large breakthrough in retail business.This article studies the marketing strategy and strategy design of Bank of Rizhao's Gaoxin Community Sub-branch,uses the theory of marketing management as a guide,and combines the new five-year strategic development plan of Bank of Rizhao Head Office,using literature analysis,investigation and research methods,etc.The current status,environment and existing problems of the Gaoxin Community Sub-branch opened within its jurisdiction are analyzed,and the implementation plan for its marketing strategy is finally put forward.This article first elaborated on the existing problems in the Gaoxin Community Sub-branch,mainly including: first,the marketing concept has not yet been fully established,and the marketing means are single;second,the customer group is small and the market recognition is low;third,there are relatively few products and its business scope is quite limited.Subsequently,PEST analysis,Porter's competitiveness model,SWOT analysis and other management tools were used to conduct research and analysis on Gaoxin Community Sub-branch,from the perspectives of macro and micro environment;products,customers,competitors and other dimensions;advantages,disadvantages,opportunities and threats.From the angle of these perspectives,we have conducted a three-dimensional perspective on the operation and development of Gaoxin Community Sub-branch,and accurately positioned and fully grasped its marketing status.Finally,it proposes a marketing strategy plan for the development of Gaoxin Community Sub-branch,and briefly explains the safeguard measures for the implementation of the plan.The use of strategic management tools puts forward the top-level design of the marketing strategy and development goals of the Gaoxin Community Sub-branch,and summarizes the corresponding marketing strategies through detailed breakdown of products,prices,channels,etc.,and briefly explains the safeguard measures for the implementation of the strategies.The various elements of marketing activities are related to each other and can only be harmoniously and orderly developed through close coordination of time and space.