Community Bank Of Quanzhou Branch Of Industrial Bank Marketing Strategy Research

With the vigorous development of the financial industry in recent years and the deepening of market interest rate reform,commercial banks have turned their attention to the retail business.Speeding up the development of retail business has become an important means for businesses to compete for the market.As a national joint-stock bank,Industrial Bank has also been adjusting its strategy in recent years,vigorously developing community banking business,and striving to occupy a place in the market competition.Quanzhou Branch also responded to the strategic plan of the head office to speed up the pace of development of community banks.At present,there are 21 community banks under the jurisdiction of Quanzhou.In the course of operation in recent years,we have accumulated a certain number of customer groups and deposits have increased.However,there are still many problems to be solved urgently,such as lack of innovation in marketing concepts,low brand awareness,unreasonable promotion methods,narrow marketing channels and so on.Therefore,if community banks want to achieve sustainable development and improve their competitiveness,they must expand and innovate in marketing concepts.This paper makes a detailed analysis of the current operation and marketing situation of the community bank of Quanzhou Branch of Industrial Bank,and makes a thorough analysis of the external and internal marketing environment of the community bank combining with the existing marketing theory.On this basis,the company's market positioning,and finally formulated in line with the development of the community bank marketing mix strategy,and marketing mix and related safeguards were discussed.Through the analysis,this paper puts forward that the community bank of Quanzhou Branch of Industrial Bank can provide customers with personalized financial products and services,establish its own unique brand,and realize the growth of bank profits.This paper designs the marketing mix strategy of Quanzhou Branch of Industrial Bank of China from seven aspects: product innovation,price orientation,channel development,promotion activities,process,visible display and personnel.It puts forward several suggestions,such as optimizing organizational structure,building advanced enterprise culture,establishing specialized marketing team,and improving performance appraisal system.Specific measures to ensure the smooth progress of marketing strategy.