G Bank Wuhan Community Bank Marketing Strategy Research

As an important development strategy of "the last mile of outlets" of China’s commercial banks,community banks have experienced the peak of outlets opening to the tide of closing down in the past eight years.At present,they have gradually entered the period of development and transformation.The problem that the new financial form of community banks is not applicable to the existing traditional marketing model has been gradually exposed,How to find a marketing model suitable for the transformation and development of community bank outlets is a difficult problem in the current research of community bank.Affected by the epidemic,China’s economic growth has slowed down,the process of social aging has accelerated,and residents’ investment and consumption habits have also changed greatly.As the representative of the community bank with the largest scale in Wuhan,bank G is also facing the development dilemma of low efficiency of community outlets in the market exploration in recent eight years.Based on the current financial ecological environment and relevant marketing theories,this paper takes the community bank in Wuhan of bank g as the research case,analyzes the external environment of bank g through PEST analysis method,analyzes the internal competitive environment of bank g through SWOT analysis method,and finds out the advantages,disadvantages and development opportunities of Bank g through the above analysis.At the same time,based on the internal and external analysis results of bank g,combined with STP marketing strategy,this paper subdivides the target market of Wuhan Regional Community Bank and finds out the target positioning.Based on the above analysis results,bank g should adopt so growth strategy and wo reversal strategy to reshape the marketing model of the whole community bank.Bank g should comprehensively optimize its marketing strategy.Combined with the seven dimensions of 7PS theory,this paper puts forward specific improvement measures for the core problems existing in bank g,such as the old marketing model and the imperfect assessment management mechanism,and puts forward corresponding safeguard suggestions from the perspective of ensuring the smooth implementation of the above measures,It is suggested that the superior management organization raise the community bank management to the height of the bank wide development strategy of commercial banks,improve the risk control system,improve the performance appraisal,pay attention to the construction of talent echelon,and strive for government policy support.The results of this study not only provide practical guiding significance for the transformation and development of G Bank Wuhan Regional Community Bank and improve its competitiveness,but also provide reference value for other commercial banks to explore the transformation of community bank.