Research On The Marketing Strategy Of Bank A's Community Banking Business

Community banks as a commercial bank is facing the overall slowdown in economic growth,banking business from extensive to customer-centric refinement of the operation of a try to get the community's attention.A Bank is one of the national joint-stock banks.One of the main lines of retail business development in the past two years is to realize the purpose of expanding retail base customers through the development of community banks and realizing the growth of deposits and loans and comprehensive financial assets.On the basis of combing the theory of community bank,the existing community bank marketing strategy and marketing theory,this paper analyzes the current situation,existing problems and causes of the six community bank marketing strategies of NJ branches of A Bank,and then analyzes Through the use of PEST analysis and Porter's five-force model,this paper explores the four marketing environments faced by A Bank's NJ branch community banks:macro environment,industry environment,competitive environment and market environment,and use SWOT analysis method for A bank NJ branch community The bank's strengths,weaknesses,opportunities and threats to conduct a comprehensive analysis.Through the analysis of the results,this paper uses the STP strategy and the research questionnaire to put forward the marketing strategy which is beneficial to the development of the bank of NJ branches in the current stage,including market segmentation,target market selection and market positioning.In addition,this paper chooses the strategy of marketing strategy 4Ps which is mature and suitable for community bank at home and abroad,and makes a marketing strategy which is consistent with the long-term development of community bank of NJ branch from four aspects:product,channel,price and promotion,and explores the marketing strategy implementation Safeguard measures to promote the sustainable development of community banks.The research significance of this paper is that the research on the marketing strategy of the bank of Bank A in NJ branch is beneficial to the experience of the existing experience,and through the practice of several outlets in the same city in order to make use of the research ideas to improve the profitability of the community banks and the customers Satisfaction.It is hoped that the writing of this paper will play a certain role in the development of commercial banks' community banks.