Research On Marketing Strategy Of H Bank Qingdao Community Bank

With the rapid development of Internet Finance and the continuous promotion of interest rate marketization,China’s banking financial institutions are facing increasingly severe business challenges.In the face of more and more fierce competition,many banks turn their attention to community banks.However,in recent years,the development of community banks is generally less than expected,and the phenomenon of withdrawal is becoming more and more serious.Community banks should find the right position,segment the market,and combine with the actual situation to achieve differentiated development.This paper takes the community bank of Qingdao Branch of bank h as an example to study the development strategy of Community Bank of Bank H in Qingdao.This paper first introduces the concept characteristics and marketing theory of community bank.Secondly,the external environment and industry environment of marketing of Qingdao Community Bank of Bank H are analyzed by PEST method and Porter five force model.Thirdly,the basic situation of Qingdao Community Bank of Bank H is analyzed.Then,the marketing status of community bank is pointed out from the aspects of products,prices,channels,promotion and employees.Secondly,it expounds the problems of poor product influence,improper pricing,backward marketing channels,single promotion skills and low service efficiency.Then,the STP theory is used to determine the target market and market position of Bank H Qingdao community bank.The marketing strategy is put forward from the aspects of product service,price positioning,channel promotion,product marketing,service process,tangible display and employees.Finally,the paper points out the guarantee measures of Qingdao Branch of Bank H in developing community bank from the aspects of team building,relevant mechanism,financial technology and risk prevention.