Research On Marketing Strategies Of Community Banks In China Based On Relational Credit Theory

In recent years,with the continuous deepening of my country's financial system reform and the improvement of financial industry regulations,my country's financial industry has shown a situation of increasing market competition.The era of banks lying and earning money is over.If China's joint-stock banks want to stand out from the fierce competition,it is necessary to raise the emphasis and awareness of marketing to a certain height.Only in this way can joint-stock banks be invincible.Nowadays,the homogenization of goods and services provided by major banks is extremely serious.Community banks are rooted in the community.Based on geographical advantages,they can obtain customers' "soft information" in a timely manner,so as to accurately provide relationship credit to customers;At the same time,an enterprise becoming a relational customer of a bank can also improve the availability of loans to the enterprise.It can be seen that the bank and the enterprise maintain a long-term close cooperative relationship,which can not only reduce the cost of the bank to obtain customer information,but also reduce the financing cost of the enterprise,so as to achieve a win-win effect.Based on the research of domestic and foreign scholars on the promotion of relational credit by community banks and bank-enterprise relations,this article takes the relational credit theory as the main theoretical basis of this article;then,the author combines G Bank NC branch with the current status of community bank marketing and marketing Problems and lessons learned from Wells Fargo's marketing experience,designing marketing strategies for the community bank,identifying problems in the community bank's relational credit business marketing process,and proposing solutions;second,the author's marketing to the G Bank NC branch community bank Strategies provide safeguards;in the end,the author draws the conclusions of this article and reflects on the deficiencies of the study.Researching and promoting the development of community banks can not only effectively meet the personalized needs of financial consumers for financial products and financial services,broaden the financing channels of SMEs and individual industrial and commercial households,but also enhance the competitiveness of the banking industry and improve the financial ecology.Small and medium-sized customers and residents provide high-quality financial services to improve the efficiency of financial resource allocation.It is believed that through continuous testing in practice,this research can provide a reference basis for community banks to develop relational credit business,and play a certain role in promoting the development of community banks in my country.