Research On The Development Strategy Of Community Bank Of Shandong Branch Of Bank Of Communications

At the 2018 central economic work conference,"develop private banks and community banks" was proposed.To broaden banking business channels,community banks develop has become an important direction of China's financial reform.And the development of community banks is not only the realistic demand of Inclusive Finance Strategy in China,but also the inevitable choice of the optimization of the banking system in China.Under the current situation,finding how to develop community banks is beneficial to the upgrading of China's banking industry,and it's also an important measure to deepen financial supply side reform.Although the development of community banks in China started late compared with the United States,it has developed rapidly in recent years under the support of various policies.Many commercial banks open community outlets,,banks form a new way of operation.Through entering the community,customer satisfaction continues to improve.However,in the past two years,many problems appeared,such as unclear development orientation,unclear business direction and imperfect governance.These problems have become the bottleneck of the long-term and healthy development of community banks.In addition,with the rapid development of Fintech,the cost of traditional physical outlets of banks has increased.On the other side,the Fintech also promotes banks uprading.To sum up,technology progress is a challenge as well as an opportunity for the development of community banks.Firstly,this paper reviews the research status of community banks at home and abroad,and summarizes the theoretical research progress of community banks.Then,based on the definition and characteristics and the three theoretical bases of community banks,this paper takes the community banks of Shandong Branch of Bank of Communications as the research object,and reveals the development status and existing problems of community banks of Shandong Branch of Bank of Communications through field research and theoretical discussion.These problems are various,such as in the lack of profitability,short board of community service,limited awareness,and incomplete policy support system.In order to find the strategy to solve the problem,this paper uses SWOT analysis to analyze the internal and external advantages and disadvantages of the development of community banks of Shandong Branch of Bank of Communications.This paper holds that in order to develop community banks,Shandong Branch of Bank of communications should take measures such as defining the standards of outlets layout,making comprehensive scores on outlets layout,innovating business models,innovating service channels,expanding differentiated marketing channels,highlighting the brand culture of "integrating into the community",and innovating non-financial products to gather popularity,we will strengthen cooperation with third-party institutions to provide diversified products and develop exclusive consumer credit products for community banks.