| Due to the development of social media and network informatization,community marketing has become an important means of marketing today.The so-called community marketing is a holistic marketing model through social relationship chains or in settlement environments.With the continuous development of history,people found that this marketing method has greatly improved marketing efficiency.Around2006,online community marketing began to take shape.This emerging community marketing model gradually broke the regional barriers of traditional community marketing.Nowadays,major banks are increasingly competitive in the market.When banks formulate their own products,they are subject to effective supervision by government agencies and national policy constraints.In addition,due to the impact of the epidemic and the economic downturn,rural commercial banks are not like large state-owned banks.Banks have policy and product research and development advantages,and they are not as rich in product lines and business scope as large joint-stock banks.Therefore,they suffer from greater competition and narrow living space.With the development of network technology,the number of customers visiting outlets is also decreasing,and the high maintenance costs of major bank outlets have gradually lost their traditional geographical advantages.Therefore,to develop customer groups in new regions and guide new customer traffic It has become a very important job for today’s major business outlets.In the previous marketing model,most of them were based on the business outlets of each branch,and sent out field employees to distribute leaflets to conduct a traditional directional drainage.Because it is difficult to accurately classify and control customer groups simply by distributing leaflets,Judging from the effect of publicity,the efficiency of this kind of primary street sweeping publicity is relatively low,and the success rate is not ideal,so it is difficult to maintain for a long time.This paper takes Changchun Rural Commercial Bank as the research object,aiming to find a representative and breakthrough social marketing model,and analyzes the macro and micro environments faced by Changchun Rural Commercial Bank by using the PEST analysis method.Interpretation of internal community maintenance methods and external marketing methods.Through the SWOT analysis method,the advantages,disadvantages,opportunities and threats faced by Changchun Rural Commercial Bank are analyzed,starting from the dimension of product formulation and marketing strategy,using STP method to analyze the market target selection and market positioning,from the perspective of Rural Commercial Bank Start with the business characteristics of community marketing,accurately control customers,optimize the overall resource structure allocation in the community,finally use the 7PS theory to establish a standardized service process for customers.To provide customers with reasonable and effective services,implement the marketing of large deposit certificates and inclusive financial loans,and provide some valuable reference opinions and rationalization suggestions for each branch. |
