Study On Target Market Strategy Of Yantai Rural Commercial Bank

Since the joint-stock restructuring of Yantai Rural Commercial Bank,key business indicators such as the scale of deposits and loans have continued to grow steadily.The level of operations and management has increased substantially,and profitability has also increased significantly.However,when we saw achievements,we had to admit the existence of problems.The important manifestation was the unclear positioning of the target market.Under the background of increasing competition in commercial banks,it is particularly important to strengthen the research on the target market strategy of Yantai Rural Commercial Bank.At the theoretical level,the theory system of the theory of target market strategies used in commercial banks can be further enriched.It will also lay a certain theoretical foundation for future research in this field.It will help optimize the allocation of precision financial resources in practice,and it will also help Yantai Rural Commercial Bank has a clear goal to conduct business.Therefore,this article starts from the perspective of the target market strategy and conducts research on the behavior of Yantai agribusiness.Based on the research logic of “discovering problems,investigating and analyzing problems,and solving problems”,this paper conducts in-depth research on the target market strategies of Yantai Rural Commercial Bank from four aspects.First,it discusses the current research background in this field,the progress of research at home and abroad,and the methods used in this study.Secondly,the basic concepts and theoretical basis of the study are described.Afterwards,the development of Yantai Rural Commercial Bank was analyzed from the business development needs of Yantai Rural Commercial Bank and its own resources and capabilities.Third,from the perspective of the macro-environment and the industry's competitive environment,the environment for the formulation of the target market strategy for Yantai Rural Commercial Bank was analyzed.Fourth,on the basis of SWOT analysis,the overall target market positioning of Yantai Rural Commercial Bank was proposed.Finally,the implementation of Yantai Rural Commercial Bank's target market strategy is proposed in several aspects of governance structure,marketing,talent team construction,risk management,brand building,and electronic construction of Yantai Rural Commercial Bank.After systematic research using the literature research method,field survey method,and graph analysis method,the following conclusions were mainly obtained.(1)Combining the results of SWOT analysis,the overall strategy of Yantai Rural Commercial Bank's target market should make good use of Yantai Rural Commercial Bank's own advantages and national policies to support the target market as a whole in rural areas and actively meet the needs of rural finance.(2)The regional orientation of Yantai Rural Commercial Bank's target market strategy is to base itself on the local market in Yantai,dig deep into the existing market potential,radiate the Shandong Peninsula,gradually involve Luzhong and Luxi,and strengthen the construction of township outlets in Yantai Rural Commercial Bank.The target market strategy is to serve small farmers in the key support industries in Yantai,serving the three peasants,and the small and micro enterprises in the future will be the focus of Yantai Rural Commercial Bank's target market strategy.(3)The implementation and protection of the target market strategy of Yantai Rural Commercial Bank should focus on establishing a modern corporate governance structure,strengthening marketing efforts,strengthening the construction of talent teams,strengthening bank risk management,focusing on brand building and management,and accelerating the electronic construction of banks,etc.Expand.The innovation of this research is mainly reflected in the target market strategic positioning from the target market area and target customer type of Yantai Rural Commercial Bank.In the target market area,not only the local market but also the radiation effect on the township and neighboring cities are considered.Moreover,it is from the perspective of development to target customer types and focus on small and micro enterprises and private retail customers.