Research On Marketing Strategy Of Z Community Branch Of Chengdu Branch Of Bank C

In recent years,China's economic growth has slowed down,and the downward pressure on the domestic economy has increased,resulting in huge pressure on the business development of the banking industry.The development focus of each bank is gradually inclined to the retail business,and they want to stabilize their revenue through the transformation of retail business.Since 2013,the Chinese government and financial regulators have issued various documents to encourage banks to set up community banks,especially the central economic work conference in December 2018 and the government work report of Premier Li Keqiang in March 2019.The time interval is only two months.They all proposed to develop community banks,which not only highlights the importance and positive promotion of the state to develop community banks It is also an important way out for the development of banking industry under the new normal of economy.In this case,Bank C actively responded to relevant policies,vigorously developed community banks,and tried to help bank C effectively transform its retail business through a relatively low-cost layout of community banks,making up for the lack of large branches of Bank C and insufficient service radius of outlets.This paper takes Z community branch of Bank C Chengdu Branch as the research object,and studies its marketing strategy in seven chapters through literature analysis,questionnaire survey,investigation and research,and case analysis.First of all,it describes the background and significance of marketing strategy research on Z community branch of Chengdu Branch of Bank C,introduces the research ideas and methods,and expounds the research content and framework.At the same time,this paper summarizes the relevant literature of community bank and the PEST analysis,SWOT analysis,STP marketing strategy,7p marketing theory,family life cycle theory,Porter five forces model analysis method needed in this paper.Secondly,this paper analyzes the internal environment,external environment and industry environment of Z community branch of Chengdu Branch of Bank C,and summarizes its advantages and disadvantages,opportunities and threats,as well as four kinds of strategies by SWOT analysis.Then,through the questionnaire survey,understand the customer demand,and analyze the STP strategy of Z community branch of Bank C Chengdu Branch;thirdly,based on the 7p marketing theory,the paper analyzes the marketing strategy of Zcommunity branch of Bank C Chengdu branch from seven aspects: product,price,channel,promotion,personnel,tangible display and process management,and puts forward the marketing strategy suitable for its development.Finally,the paper puts forward the relevant marketing strategies,including personnel,training,support from the competent bank,assessment system,technology and facilities,and summarizes the relevant research conclusions.This paper is not only helpful for C bank to make clear the problems existing in the operation process of its community bank,and then to formulate more appropriate and effective marketing strategies,but also has certain reference significance for other banks' community banks.