A Research On Optimizing Marketing Strategy Of Community Bank Business

With the convening of the Central Economic Working Conference in 2018,it is imperative to deepen the reform of the financial system and optimize the financial system.The development of community banks have been mentioned many times,aiming to promote the gradual return of city commercial bank business to their roots.Community bank are an important model reference for the development and reform of city commercial banks in China.In China,the development of community banks is still relatively backward compared with the western developed countries,and even in some business fields,China’s community banks are still in the basic theoretical stage without lacking of practical guidance.With the rapid development of china’s urban economy in recent years,community banks have gradually attached importance to community banking business and actively promoted community banking related work,and they are still growing.At the same time,some well-developed and large-scale city commercial banks have gradually begun to experiment with this new type of bank branch and emerging marketing model.Commercial banks are service-oriented enterprises,in the context of national policies encouraging the vigorous development of community banks in city commercial banks,this thesis combines the experience and practices of foreign community banks,based on the development status of community banks in China,and finds out the problems existing in community banking business in china through comparative analysis.Find solutions through specific research objects as typical cases.Therefore,if the community bank of city commercial banks can gain a competitive advantage in the highly competitive financial market.While taking the perfect customer service system into account.it can occupy a larger market share to serve more social groups.which is an urgent problem that city commercial bank of case A and even all city commercial banks need to solve.Based on the theoretical basis of marketing management,this thesis uses the7 ps theoretical research method,SWOT analysis method and STP marketing strategy method to conduct an in-depth analysis of the development concept of community banking business of A city commercial bank,as well as the macro and micro environment it faces,and summarizes the current advantages,disadvantages,opportunities and threats of the community banking business of city commercial bank of A.Among them,the advantages mainly include strong product design ability,short marketing decision-making chain,the advantage of product interest rate,talent team consolidation,and good public reputation,and the disadvantages are mainly reflected in the overall small scale,low brand awareness,few sale branches,less supporting rights and interests,and small publicity.The opportunities not only have the moderate high community customers,but also the help of scientific and technological development and the innovation brought by the introduction of talents,which are all powerful tools for A city commercial bank to counterattack.At the same time,it will also cause threats and pressures due to factors such as fierce competition between banks,restrictions on policy systems,and homogenized products.Through the specific research object of A city commercial bank,this thesis analyzes the shortcomings of the development of community banks in China by expanding the scope,using management theory,from discovering problems to analyzing problems to solving problems.Finally,through scientific data analysis,we can obtain the best community bank marketing strategy and put forward operable suggestions and correspond strategic safeguard measures.At the same time,these suggestions and measures can help community banks’ financial services sink and also respond to the national calls for the policy of "go back to the fundamental purpose",which provides a reference to China’s city commercial banks for the comprehensive development of community bank business.