Research On The Marketing Strategy Of Community Banks

"Developing inclusive finance" is not only the realistic need of China's economic and social development,but also the inevitable choice for the financial development strategy to rise from the framework concept of financial development.On December 21,2018.the Central Economic Working Conference proposed that "private banks and community banks should be developed."Studying the development of community banks is not only the way out for China's banking industry under the current situation,but also an important measure to deepen the reform of financial system focusing on the structural adjustment and optimization of the financial system.The development of community banks in China started late,but it has developed rapidly in recent years.Along with the gradual development of community banks,some joint-stock banks take community banks as a new mode of operation,such as Industrial Bank,Minsheng Bank,etc.to vigorously promote community outlets throughout the country,breaking the traditional form of "waiting for customers to come to the door",entering the community,close to customers,enhance customer viscosity,and achieved good results.In the past two years,in the process of accelerating the promotion of community banks,because of the unclear direction and development orientation of community banks,community banks have bottlenecks in business development,and the industry's initial high-profile disappearance.However,with the popularization of financial science and technology,the traditional physical network of banks is moving towards a lightweight intelligent network.Because of its small scale and low cost,community banks can serve as an important breakthrough in the transformation of domestic banking outlets.Therefore,it is both an opportunity and a challenge for community banks.By introducing the relevant theories of community banks,this paper summarizes the marketing development models of community banks at home and abroad,and analyses the marketing status and development status of community banks in China.Taking Bank of Communications Shanghai Branch as an example,this paper analyses the problems existing in the process of developing community banks,designs its marketing strategy,and puts forward measures and suggestions to ensure the implementation,so as to solve the existing problems and enhance its competitiveness.This paper combines a large number of practical cases at home and abroad to analyze,which has a comparative and reference significance for the marketing strategic planning of community banks in China.I hope to explore a set of universal marketing strategy model of community banks and make contributions to local economic development and financial system reform.