Research On Marketing Strategy Of Community Bank Of Taiyuan Branch Of SPDB

In recent years,with the deepening of the marketization interest rates and the continuous promotion of retail transformation,in order to cope with the challenges brought by the changing financial consumption habits of customers in the era of mobile internet,the increasing pressure of operating costs and the continuous fierce competition in the same industry,industrial large domestic banks began to increase the intensity of network transformation and innovation.A number of community banks with less investment,flexible business model and accurate customer positioning emerged one after another,which have become an important part of the channel system of commercial banks,making an important impact on remodeling the off-line competition pattern.Starting from the research of community banks at home and abroad,this paper explores and studies the mode and orientation of community banks in depth.Focusing on the current operating environment of community banks in domestic commercial banks,it adopts the methods of theoretical literature study,comparative analysis,field investigation,STP marketing strategy theory,bank service camp and marketing strategy combination theory.This paper analyzes the current situation and problems of the development of the community banks in Taiyuan Branch of SPDB,including the operation background,business environment,opportunities and challenges of the community bank,and refines the differences between the same city and different community outlets.And on this basis,SWOT analysis of marketing environment is emphasized.It also designs the marketing strategy of the community bank of Taiyuan Branch of SPDB,and formulates the marketing strategy combination,including productstrategy,pricing strategy,distribution channel strategy,promotion strategy,personnel strategy and process strategy and visible display strategy.At the same time,in order to promote the smooth implementation of the marketing strategy and strategy of the community banks of SPDB Taiyuan Branch,it includes deepening the advanced corporate culture of SPDB,popularizing the intensive management reform,improving the management system,innovating the product research and development of investment banks and supporting scientific and technological services.The construction of community bank has always been one of the important tasks of retail transformation of SPDB in recent years.After more than two years’ operation and practice,Taiyuan Branch has made great efforts to build the expert service and offline experience platform for community bank products.As the first group of network directors after intensive transformation of community bank of Taiyuan Branch,I am also a part of participants and witnesses of practical work of transition.I can innovate from the perspective,stand on the customer’s position,systematically study the strategy of marketing and Community Bank of Taiyuan Branch of SPDB from the perspective of service,construct the marketing mix strategy system of community bank service,and differentiate the development of Taiyuan Branch of SPDB.This paper briefly discusses the selection and implementation of service marketing mix strategy to promote the development of community bank business.This paper has great practical significance for SPDB Taiyuan branch to further development.This article looks forward to successful experience,and reference for the operation and development of commercial community banks.