Research On The Marketing Strategy Of Community Bank Of HX Bank Qingdao Branch

In the last few years,with the rapid development of China’s economy and society,people’s living standards have been continuously improved,and the population aging,urban community,interest rate marketization,and Internet finance are becoming more and more obvious.Among them,finance is an indispensable part of people’s life.People’s demand for finance,especially community finance,is increasing,and the value of community finance services is increasingly prominent.In the face of fierce market competition,the banks set up community banks in order to solve the problem of “last mile” for the people to do business and make up for the lack of service radius.In this context,community banks came into being.With the convening of the Central Economic Work Conference in 2018,it has even paved the way for the development of private banks and community banks.The meeting pointed out: We must support the development of private enterprises,create a legalized institutional environment,and protect the personal safety and property security of private entrepreneurs.We must deepen the reform of the financial system with the focus on the adjustment and optimization of the financial system,develop private banks and community banks,and promote the return of the business of city commercial banks,rural commercial banks and rural credit cooperatives.It is necessary to improve the financial infrastructure and strengthen supervision and service capabilities.The "Decision of the Central Committee of the Communist Party of China on Comprehensively Deepening the Reform of Some Major Issues" pointed out that it is one of the basic requirements of inclusive finance to change the posture of financial institutions,sink the network,and provide financial services to vulnerable groups.In 2019,the theme of the No.1 Document of the Central Committee was “Opinions of the Central and State Council of China on Implementing the Rural Revitalization Strategy” and comprehensively deployed the implementation of the rural revitalization strategy.The convening of the National Economic Conference and the promulgation of relevant documents have laid down policy guarantees for the development of community banks.HX Bank has thoroughly implemented the “inclusive finance” strategy and played the role of state-owned financial enterprises.In 2017,it began to carry out inclusive agricultural assistance services.Taking rural revitalization as an opportunity,we gradually explored the establishment of a three-level linkage between branches,sub-branches and community banks.Financial services system.Through literature research,field research and comparative inductive analysis methods,this paper studies the development strategy of HX bank community banks in Qingdao by taking the community bank of HX Bank Qingdao Branch as an example.Firstly,the thesis analyzes the research background and significance of this paper,introduces the definition,business characteristics and the inclusive financial theory and 4P theoretical basis of the application of community banks,and analyzes the basic situation and business development of the community banks of HX Bank Qingdao Branch.Situation,business development characteristics,team building situation.Secondly,it expounds the brand influence difference encountered in development,the product is relatively single,the business process is cumbersome,the service efficiency is low,the business model is single,the bank features are lacking,the assessment mechanism is incomplete,the development orientation is unclear,the financial technology is weak,and the lack of technology and technology support And other issues,and analyzed the advantages of HX Bank Qingdao Branch in terms of brand,site selection and service model,as well as the disadvantages in terms of cost,profit,technology and card environment,and analyzed the Qingdao faced in the context of inclusive finance.The city’s opportunities to develop community banks and the challenges of Internet finance,interest rate liberalization and financial risks.The marketing 4P theory was used again to design community banks’ products and services,price positioning,channel promotion and product marketing.Finally,from the aspects of team building,supporting mechanism,financial technology,and risk prevention,the security measures of the Qingdao Branch of HX Bank in the development of community banks were pointed out.This paper draws the conclusions.The paper summarizes the value of the development of the community bank of Qingdao Branch of HX Bank,and looks forward to its further development,which has both theoretical value and practical value.