The Study On The Marketing Strategy Of BH Bank's Community Bank Savings

As a source of funds for commercial banks,savings is the basis for banks to engage in all commercial activities.Under the background of the gradual implementation of the reform of the financial system in China,the degree of interest rate marketization is increasing,marking the era of comprehensive savings marketing competition in China.As the most advanced institution of commercial banks engaged in absorbing savings,community banks play a vital role in the impact of their savings results.Compared with the country's four major banks and joint-stock banks,its network distribution began to be inadequate Finally,it affects the efficiency of savings marketing,while local city commercial banks have unique advantages in the distribution of community bank outlets and the utilization of local resources.This article takes the community bank of X city BH bank as the research object,through the analysis to its community bank's savings marketing internal and external environment,in order to help it make the differentiation market position better,has the important significance for the BH bank's community bank to carry out the savings marketing work effectively,enhances its marketing effect and so on.On the basis of BH community bank's current saving marketing mode and 7 Ps marketing theory,this paper uses PEST macro-environment analysis,SWOT analysis and Porter's five-force model to analyze the internal and external environment of community bank's saving marketing objectively and comprehensively.On this basis,the consumer satisfaction of community bank's saving marketing is also reflected from the perspective of depositors through questionnaire survey.To find out the current problems and difficulties in the marketing of savings in community banks of BH banks,and to reposition the market with STP theory,to confirm the marketing objectives and to integrate them Rational adjustment of savings marketing strategy to provide theoretical support.The overall structure of this paper can be roughly divided into three parts: the first part is the introduction and the theory part,focusing on the source background of the topic,the theoretical tools used in the writing process of this paper,and the introduction of the literature that has helped in the process of combing the writing ideas of this paper.This chapter describes the internal and external environment of BH bank's current savings marketing from both subjective and objective aspects through the scientific and rational use of marketing analysis tools and market research tools,and then summarizes and analyzes the existing problems and specific reasons of BH bank's savings marketing.The problems of savings marketing in district banks are mainly reflected in the passive marketing of employees,the low ability of product innovation,the narrow purchasing channel,the uneven distribution of marketing resources,and the poor experience of savings marketing,which are caused by the lack ofmodern marketing concept of employees,poor service consciousness,weak propaganda and channel construction,and unreasonable staff management system.The third part is to put forward the strategy of optimizing the savings marketing and the related guarantee system according to the problems reflected in the second part.Based on the analysis of the characteristics of savers' savings,this part puts forward a new network distribution strategy,marketing resource allocation strategy and clear objectives.At the same time,it also puts forward the corresponding contents to supplement how to guarantee the effective implementation of the strategy from the aspects of saving product innovation,savings channel development,optimizing experience marketing service,division of staff functions and so on,so as to ensure that the optimization of savings marketing strategy of BH bank community banks plays its due value and role.