Research On The Marketing Strategy Of Community Banking Business Of S Bank C Branch

With the development of the economy,China’s overall development momentum continues to rise,household consumption is also recovering after the slump of the epidemic period,the dividends of the Internet era are still promoting technological innovation,the situation of all walks of life is also constantly improving,the change of the general environment provides opportunities for the development of the financial industry,but also intensifies the competition between banks.In the information age,the innovation of consumption scenarios makes banks also need to change the previous competition model,and what is more needed at this stage is the transformation of channels.All large commercial banks are also adjusting their strategic deployment,focusing on community banks,best serving the sinking work and occupying the grassroots market.In the process of adjusting the strategic deployment,various problems have also emerged,such as poor branch transformation capabilities,weak products and services,and unreasonable branch layout of community banks,resulting in many community banks having to fail,demolition,and how to enhance their competitiveness through the development of community banking business has become an urgent problem for major banks.This paper comprehensively draws on the research literature on community banking at home and abroad,combines the investigation of internal resources and employees of Bank C Branch,analyzes the customer groups and business categories of Bank C Branch,and understands the problems faced by Bank C Branch at present,as well as the future development opportunities and challenges,and points out the disadvantages through PEST analysis,Porter’s five forces model analysis of the external environment of Bank C Branch.Through the investigation of the current situation of community banking business marketing in S Bank C Branch,it is found that there are problems in the marketing of community banking business in S Bank C Branch,such as single product category,lack of flexibility in pricing,insufficient construction of marketing channels and backward promotion methods.The 4P marketing mix strategy of community banking in S Bank C Branch is proposed,and it is pointed out that the implementation of the marketing strategy needs to be guaranteed in terms of organization,talent,system and technology.The research of this paper can provide theoretical guidance for the marketing practice of community banking business of S Bank C branch,and can also provide reference for the development of other community banking businesses ofthe same type.