Research On Marketing Strategy Of H Bank Shenyang Branch Community Sub-Branch

In recent years,with Chinese economic structure adjustment,with the increasing of interest rate market phenomenon,and with the continuous promotion of financial disintermediation,operating environment of Chinese banks have gone through tremendous changes.Meanwhile,with the development of internet technology,the intermediary role of bank outlets has weakened gradually.Such phenomena show that the traditional operating way of our Chinese bank industry is facing to huge challenge.However,our national sustained economic growth,tendency to the internationalization of RMB,and the continuous rising level of bank information technology,all of which predict that the bank industry is full of new opportunities.So only when banks keep innovating,creating values by making full use of its own advantages,transform inferiority and avoid risk,they can win the victory in the keen competition.Community bank,which is still at an elementary stage at present,emerged from our national bank industry reform.Most of the banks keep a wait-and-see attitude.So,the future for H bank Shenyang branch development in Shenyang depends on whether H bank Shenyang branch community sub-branch can stand firm.H Bank Shenyang Branch Community sub-branch is not the first community bank in Shenyang.After its foundation in 2015,this community bank has always been adhering to"wholeheartedly for you" customer service philosophy,and keeping developing during the continuous innovation.It ranks above the average among the community banks.However,there are many obstacles for the development of community bank under the critical economic situation at present.So,in order to achieve a better development,planning a full-scale marketing strategy for H bank Shenyang Branch Community sub-branch will be a must.Standard to check whether the development for a bank is good or bad can be concluded as "Who win the customers,who is the winner",winning customer is the foundation of survival.So,in order to help H bank Shenyang Branch Community sub-branch,win the customers,in this paper,the inside and exterior environment of H bank Shenyang branch community sub-branch was analyzed in details based on the concept and orientation of community bank,combing the marketing strategy theory and method;and found out the objective market orientation for H bank Shenyang Branch community sub-branch.Meanwhile,marketing strategy of H bank Shenyang branch community sub-branch was planned from 7 parts,including product,price,channel,promotion,staff,physical evidence,and process.Finally,the paper done the research on the implement and control of marketing strategy from risk control view.