Research On The Marketing Strategy Of City Commercial Bank Community Bank

The concept of community banking originated in the United States,where it was mainly aimed at small and medium-sized businesses and community residents,and was more common in Western developed countries.The emergence of community banks has filled the gap in the market for serving small and micro enterprises and local residents,effectively promoting regional economic development and further expanding their own market resources.At present,the Chinese banking industry is facing an unprecedentedly grim situation.From the external perspective,factors such as slowing economic growth,declining LPR interest rates,tax reform,fee concessions,Internet financial impact,financial demagnetization and the global new coronary pneumonia epidemic have all had a negative impact on the profitability of the banking industry,which is changing from "growth rate" to "speed",from "quantity" to "quality" and from "proportion" to "strategy".Under the influence of various factors,the banking industry has been exploring new business models based on customer demand.The development of community banks is highly compatible with the requirements of the Central Government's inclusive financial planning,which is conducive to enriching our financial services system.As the only city-owned commercial bank in Jinan,LS Bank has built a community banking strategy that is conducive to gaining more product share and customer share in the increasingly fierce market competition.On the other hand,the biggest benefit for banks is the ability to attract and maintain a larger group of high-value customers through efficient,convenient and differentiated services.Therefore,this article combines the development trend of community banking at home and abroad and the internal and external environment of LS Bank to suggest relevant service marketing strategies for the development of community banking to help it achieve long-term development and improve the industry competitiveness.This paper adopts theoretical and practical research ideas,using community banking and service marketing theory as a guide,and on the basis of a comprehensive analysis of the current state of development of LS Bank community banking,a comprehensive analysis of the internal and external environment faced by LS Bank,and then propose marketing strategy plans.Firstly,this paper sets out the background,content,methods and ideas of the thesis research,making clear the innovative points of this paper.Second,an in-depth discussion of the community banking concept,service marketing theory and related theoretical tools isconducted to lay the theoretical foundation for the writing of this paper.Then,by researching and evaluating the external environment where LS Bank Community Bank is located,and using theoretical methods and approaches such as PEST and the Five Forces Model,we analyze the external macro development environment,industry development environment and regional competition status of LS Bank Community Bank.Once again,an analysis of the internal environment of LS Bank Community Bank was carried out to comprehensively analyze the internal resources of LS Bank,and on this basis,the SWOT analysis method was used to conduct the analysis and study with LS Bank as the research object,focusing on its internal advantages and disadvantages in developing community banks.On this basis,the research and design of LS Bank's community banking service sales strategy was carried out,and target market positioning and selection was carried out using the STP analysis method.Propose a combination of marketing strategies for the company's community bank brand,people,distribution,tangible display,service process,etc.Finally,it proposes the implementation of guarantee measures for LS Bank's community banking service marketing strategy,corporate culture,compensation system,performance appraisal and other guarantee measures.This study not only provides service marketing strategies for LS Bank to develop community banking,but also provides value for other commercial banks in Shandong Province to explore building community banks.