Research On The Development Of Community Banks In Changzhou Branch Of Everbright Bank

In recent years,China's community banks have told development and have gradually become one of the major trends in China's financial reform.This kind of financial model originated in the United States.In China,banks with assets of no more than one billion U.S.dollars,and relatively small business scope,strong concentration,and strong service orientation are called community banks.Some developed countries have long dominated community banks,and in the course of their development they have gradually established a mature community banking system.But in our country,community banks are still in an immature stage.On the one hand,the bank's profitability is greatly affected by the current marketization of interest rates;on the other hand,the development of the Internet today has also brought great negative impact on the traditional banking retail business,resulting in a diversion of funds and channels.In addition,the emergence of inclusive finance has made the innovation of financial industry much promoted.The gradual enrichment of financial products and the development of multi-level finance have become a trend in the future.China's community banks should combine the domestic status quo,learn from the successful experiences of foreign development community banks,and strengthen their own operating standards in order to achieve a long-term development based on the future.This article aims at the community banks under China Everbright Bank's Changzhou Branch,and analyzes the existing problems,and proposes corresponding solutions to provide community-based banks for Everbright Bank Changzhou Branch with applied research results.This article first summarizes the community bank theory of domestic and foreign scholars,and analyzes the community bank development models of the United States,Australia,Japan,China's Ping An Bank and Minsheng Bank,and draws lessons from the development of community banks at home and abroad.This paper analyzes the internal and external environment of China Everbright Bank's development of community banks in Changzhou,and points out five major problems existing in Changzhou Branch's community banks:the sloppy location of the first location leads to the lack of community integration;the second market is ambiguous,leading to a lack of core competitiveness.The backwardness of the third business model led to inefficiency;the fourth single product and service tradition led to lack of characteristics;the fifth employee's lack of professional skills led to the development lag.In view of the above issues,this paper also formulated a corresponding development strategy:First,identify the target market,do a good job site selection research.In the establishment of new community bank outlets for the target area for market research,if necessary,the introduction of professional independent third-party agencies to assist in obtaining planning information.The second is to define the market position and create special community branches.Traditional products should be adapted to local conditions and introduce personalized products for the community.In addition,non-financial services can also be used to establish the characteristics of Changzhou Branch's community banks,and to build community-owned financial platforms and service systems to allow the customers to enjoy traditional financial services and obtain other benefits as well.The third is to change the business model,decentralize authority,streamline processes,adjust staffing,and improve overall work efficiency.The fourth is to break through traditional thinking,innovate service channels,provide customers with fast and professional financial services in real time through remote services,establish a special merchant alliance of Changzhou Branch Comimunity Bank,and develop special merchants into bank's publicity channels and value-added service providers.At the same time,it conducts cross-marketing of multiple products to increase customer loyalty.The fifth is to cultivate professional talents and improve the overall quality of employees.