Field Marketing Team Building Research Of The Bank Of Communication Ningxia Branch

Under the new economic situation, in the face of interest rate marketization accelerating, private capital intervening financial services, Internet finance has become increasingly active, internal competition is becoming increasingly fierce, the living space of bank is getting smaller and smaller, the competitive pressure is constantly increasing, and the development is much more difficult. Bank should take the initiative to adapt to changes in the macroeconomic and financial situation, and the changes in the market and customers, abandon the extensive mode of operation, and pay more attention to innovation.As one of the most important commercial Bank which provides financial products and services to all kinds of customers, The Bank of Communication Ningxia Branch must build a field marketing team to adapt to market changes. In today’s complex financial markets, it’s very important to have a field marketing team with team consciousness and team spirit. As they will not only be able to provide customers with high quality financial services, but also can cultivate customers with high loyalty, and create higher value for bank.This article use Alderfer’s ERG theory and SWOT theory as a guide, combined with marketing situation of Bank of Communication Ningxia Branch, Studying its marketing activities in many aspects, and draws the conclusion that the marketing capabilities and management of Bank of Communication Ningxia Branch’s marketing team are a little weak. After research, the author suggest that the Bank of Communication Ningxia Branch can solve the current predicament of countermeasures by establishing a field marketing team, which with team spirit and team performance evaluation mechanism. This including: establishing a field marketing team and a new pattern of two pronged marketing mode, to expand the market and potential customers; establishing high performance team culture, team trust between team leaders and members, good communication atmosphere, self-motivated system, so as to improve competitiveness; based on the construction of team structure, setting up positions, clearing job responsibilities and team members authority, reducing friction, and improving work efficiency; establishing team performance evaluation mechanism, using multiple evaluation methods to evaluate team performance.