Research On Msrketing Strategy Of Huarong Xiangjiang Bank Community Branch

Compared with the developed countries in the west,the construction of community Banks in China started relatively late,and the basic theories and experience that community Banks can refer to are insufficient,especially the theoretical research and practice of community Banks suitable for Chinese characteristics are not in-depth enough.In the current economic environment,how to deal with the challenge of Internet financial impact,develop a trend of community bank marketing strategy layout,better meet the needs of customers,improve the overall benefits,is the construction of China's community Banks are facing an important issue.Huarong xiangjiang bank is a local joint-stock commercial bank,after more than 20 years of development and hard work,business ability and performance have been significantly improved.However,the development of bank community sub-branch of huarong xiangjiang bank is still faced with various difficulties,and there are many problems that need to be studied and solved urgently.This paper takes huarong xiangjiang bank community sub-branch as the background,based on the marketing strategy STP and 4PS theory,analyzes the marketing situation and problems of huarong xiangjiang bank community sub-branch,designs the marketing strategy of huarongxiangjiang bank community sub-branch,and puts forward corresponding countermeasures and Suggestions based on the actual situation.These marketing strategies and Suggestions are expected to provide support for the long-term development of huarong xiangjiang bank community branch and also provide meaningful reference for the construction of other community Banks in China.The main research work of the paper is as follows:(1)This paper expounds the importance of community bank construction in promoting the development of national economy and broadening the living space of traditional commercial Banks under the current financial background of economic development,and the significance of community bank research.(2)The basic concept and characteristics of community bank are discussed.Based on the basic theory of STP and 4PS marketing strategy,the characteristics of community bank marketing strategy are deeply analyzed.And gives the domestic community bank marketing strategy theory analysis method.(3)The marketing status and development characteristics of huarong xiangjiang bank community sub-branch are analyzed.The design of the questionnaire focuses on in-depth investigation of customers' interests and hobbies,information and information they are concerned about,common communication service platform for customers,standards for selecting Banksor businesses,ways of handling businesses,convenience of business outlets' services,convenience services and special services.Based on the sample collection,the questionnaire survey results of customers of huarong xiangjiang bank were given,and the problems and causes of marketing strategies of community sub-branch of huarong xiangjiang bank were analyzed in depth.(4)Based on the above work,from the aspects of market segmentation,target market and customer selection,target market positioning,product innovation,pricing strategy,promotion strategy,channel strategy,and safeguard measures,this paper puts forward countermeasures and suggestions for formulating marketing strategy of huarong xiangjiang community branch.