Research On Marketing Strategy Of Y Bank Community Finance Business

Community bank is a concept that was introduced from abroad,with characteristics that primarily serve small businesses and residents in local communities.Research shows that community banks have shown strong vitality in the long-term development process based on their relations with people,geographical advantages and other advantages.In recent years,Market economy is developing rapidly,many banks are preparing for transformation,taking a unique road,the establishment of the community finance business is a major reform direction for the banking industry.Facing the impact of the interest rate liberalization and internet finance,through the further development of the community finance,strengthening marketing,solving customer problems,product problems and development problems to survive and develop in the competition,meanwhile,maintaining the inherent advantages,and continuing to consolidate and expand the dynamic advantage of sustainable development.As the banks that assume the social responsibility of serving ‘three agricultures',middle and small-sized enterprises,the local commercial banks use the experience of developed countries for reference to develop community banks,which is not only beneficial for commercial banks to play unique advantages,enhance their own market competitiveness,but also is helpful to fully play the positive role of commercial banks in facilitating the development of inclusive finance.This paper studied community financial business of Y bank,analyzed the current situation and problems of community finance of Y bank,and put forward the thinking of regarding community finance as a significant business unit to develop on the basis of the summary of research literature and practical experience at home and abroad and by virtue of SWOT theory.The marketing strategy of community financial business is formulated and equipped with market-oriented,customer-centered products of community financial asset service by analyzing relevantadvantages,disadvantages,opportunities and challenges.The overall development strategy of community bank of Y bank is ‘relationship finance' strategy,‘differentiated finance'strategy(looking for differentiated service programme for customers),and it has also formulated specific marketing strategies in the fields such as areas,products and customers to guarantee the hardware equipment of Y bank,build community financial service brand,enhance customer service experience of community bank,improve the professional level of service team,perfect risk control system of community bank and so on.