Pouch Community Of DRC Bank Marketing Strategy Optimized Analysis

With the rapid development of mobile Internet,mobile payment and other services,in order to seize the entrance to obtain customers,the banking industries have actively responded to the popular trend to continuously strengthened cross-border cooperation with other industries under the tide of Internet finance,launched e-commerce platform,and entered mobile payment business,and carried out strategic cooperation with Internet companies,etc.,to achieve the mutual complementary advantages and win-win cooperation.Dongguan Rural Commercial Bank was formerly known as Dongguan Rural Credit Cooperatives.In 2009,the shareholding system reform was completed.By the end of 2017,the total assets of Dongguan Rural Commercial Bank reached 368.264 billion Yuan,and the profit before provision was 5.927 billion Yuan,with more than 17 million customers.In the past 22 years,Dongguan Bank ranked first in terms of deposit and loan loans and became one of the top 300 in the World Bank in 2017.In the face of the fierce competition in Internet finance,Dongguan Rural Commercial Bank launched the Internet Life Service Platform “Pocket Community” in January 2016 to seized the entry and enhance the competitiveness of Dongguan Rural Commercial Bank's online and offline services.The Pocket Community is a community-sharing platform that is built by Dongguan Rural Commercial Bank to cover the comprehensive consumption alliances of owners,merchants,bank customers,community property management,and the Group's purchase of spikes,financial funds,mobile medical care and community information.The launch of the Pocket community has facilitated the rapid development of the retail business of rural commercial banks in Dongguan through the rapid online customer acquisition,customer bundle,enhanced customer stickiness and improved customer experience.With the intensified competition in the industry,the Pocket community has encountered many difficulties in mass customer acquisition,merchant cooperation and customer experience.Therefore,how to continue to promote business growth through a reasonable marketing strategy is the main problem of the current platform development,so the development of the Pocket community is an innovative measure of “Internet + Finance” by Dongguan Rural Commercial Bank.It is an inevitable choice for Dongguan Rural Commercial Bank to integrate online and offline resources in depth,upgrade all channels and provide intelligent services,and help to expand the customer base and increase the customer traffic,satisfy customer stratification,doing customer service,and strengthen customer value management.This paper attempts to explore the marketing strategy of the Pocket community and the future development plan from the internal and external environmental analysis,marketing strategy and marketing strategy implementation and guarantee.