Dongying Bank SD Sub Branch Community Bank Marketing Strategy Research

At present,with the continuous development of the reform in the financial sector,especially in recent years,under the impact of the complex international and domestic environment,the traditional bank development and operation mode has been subjected to more and more resistance,and the reasons for this situation are also various,such as the increasing competition in the industry,the prominent hidden risks of the normal business of banks,the lack of profitability,and the impact of the demand for Internet precision services.Under this background,SD Branch of Dongying Bank,combining its own conditions,has established a market strategy focusing on retail business under the community banking model,taking the community bank as the pioneer battlefield of retail transformation,accelerating the construction of the community bank within the bank and achieving certain results.This study first analyzed the current situation and problems of the marketing of the community bank of Dongying Bank SD Sub-branch.We found the existing problems such as the single business product,the lack of pricing mechanism,the lack of channel construction,the lack of activity efficiency,the lack of personnel capacity to be improved,the lack of process management,and the need for innovation in tangible display.Secondly,the PEST analysis tool is used to make a detailed analysis of the macro environment faced by the development of the community bank of Dongying Bank SD Branch.On the basis of fully investigating and summarizing the relevant domestic and foreign literature and relevant marketing theories,combined with the SWOT analysis tool,the internal advantages and disadvantages,external opportunities and threats faced by the development of the community bank of Dongying Bank SD Branch are confirmed,and the SWOT matrix is formed,For the SD branch of Dongying Bank to develop community banks,the market segmentation,market selection and market positioning are analyzed in combination with STP theory.Finally,based on the 7PS service marketing strategy and the service characteristics of the banking industry,the marketing strategy of Dongying Bank SD Sub-branch Community Bank was formulated from seven aspects:product,price,channel,promotion,personnel,process management and tangible display.In combination with the marketing strategy that has been formulated,in order to promote the healthy and sustainable development of Dongying Bank SD Sub-branch,it has put forward the marketing strategy guarantee measures to improve the organizational structure construction,strengthen the management of marketing team,increase the ability of scientific and technological innovation,optimize the performance evaluation scheme,and provide reference and reference for other commercial banks to develop community banks.At present,domestic community banks are still groping and market practice,and the all-round marketing system of community banks is gradually taking shape.This paper puts forward reasonable suggestions on the marketing strategy of community bank of Dongying Bank SD Branch,optimizes the marketing strategy of community bank,and provides reference for other commercial banks in the development of community bank.