Research On Marketing Strategies Based On Small And Medium -sized City Commercial Banks

In recent years, with the massive influx of foreign banks, the involvement of private capital, as well as the development of the Internet financial, competition in the banking sector become increasingly fierce. For the banks, especially small and medium-sized city commercial banks, now is the key period for change, only fully understand the national economic policies, continue to improve and adjust its marketing strategy and product structure, can meet the needs of the market, occupy more marketing share in the fierce competition in the market.The paper starts from the perspective of the current economic situation, analysis of the current macroeconomic environment and banking environment, and the interpretation of the new policy. Thus in the present situation, small and medium-sized banks need to self positioning, reject the past traditional ideas, improve and optimize the internal management mechanism, establishing and perfecting the risk control system, improving the marketing strategy, innovation of product structure, to achieve development. This paper will focus on two aspects, improving the marketing strategy and innovating of product structure. At the same time, introducing the policy of national building planning of Shandong Peninsula Blue Economic Zone in the research, combining with the actual working experience in the Bank of Qingdao. discussing how to build the blue bank road for Bank of Qingdao in the future. Research on this topic, not only puts forward some constructive suggestions on the Bank of Qingdao, also have certain reference significance for the future development of other small and medium-sized local commercial banks.The paper starts from the policy analysis, at first, changes in the financial environment and national policy are explained, analysis of different places of current national economic policy relative to the previous policy, the small and medium-sized banks should improve marketing strategy, innovate the production and service structure, only in this way, can realize the development for small and medium-sized banks in the current situation.Then quoted the previous research results in this field, including the field of marketing, financial marketing, commercial bank marketing, finally refined to the results of small and medium-sized city commercial bank marketing. Focus on the research of market positioning and marketing system of small city commercial banks, finally, summarized the difference marketing theory, market segmentation theory, and target market choice theory,combined with the specific circumstances of city commercial banks.The third chapter to the fifth chapter is the key point of this paper. In the third chapter, the author analyzes the marketing environment of small and medium-sized city commercial banks, separately from the political environment, economic environment, cultural environment, competition environment, and the market environment. In the fourth chapter, the author analyzes the marketing status and the existing problems of small and medium-sized city commercial banks. Then in the fifth chapter, combined with the previous analysis, the author put forward the corresponding marketing strategy which can be taken in current situation for small and medium-sized city commercial banks, separately from the marketing process reengineering,focusing on small and micro businesses marketing, crossing regional marketing strategy, mixed operation strategy, product and service innovation strategy, and specialized bank strategy, proposed the marketing transformation suggestions of small and medium-sized bank.Analysis of product and service innovation strategy and the specialized bank strategy is the key point of chapter 5.Analysis of product and service innovation strategy will start from the perspective of the products and service, discussing how to innovate products and service to attract the customers for the small and medium-sized banks, then occupying a greater market share. This part will first analyze the bank product innovation in high-tech environment industry, such as online banking, mobile phone banking. Then discuss the innovation and improvement of products according to the customer needs, mainly based on consumer behavior theory, discussing how to carry out customer market segmentation, and provide different levels of characteristics of financial products and services for different customers. The last part of this chapter analyse from the service point of view, combining the analysis of customer satisfaction and loyalty, proposing the establishment of a new mode of service marketing based on customer value.The analysis of specialized bank strategy is mainly based on the Blue Economic Zone background of Shandong Peninsula, combined with the core position in the blue economic zone of Qingdao, taking the bank of Qingdao as an example, discussing the city commercial banks of Shandong peninsula how to rely on their own regional advantages, to provide financial support for the establishment of the blue economic zone. This part is the study of changes of marketing strategy and product structure adjustment of small and medium-sized city commercial banks, combined with the local reality. Creating a new way of development and creat its own characteristics for small and medium-sized banks in Shandong province.