基于营销视角的我国社区银行发展战略

The Development Strategy of China's Community-Based Bank Based on Marketing Perspective

文章用五力模型分析社区银行发展的市场环境,并采用战略选择图,将产品差异化与成本统一到坐标图中,明确区分大银行与社区银行所在的战略选择象限,直观展示社区银行可能的发展区域,提出我国社区银行发展建议,即:以社区居民和中小企业为目标市场、以抢占消费者心智为核心、注重口碑营销和重视大数据等。

This paper analyzes the development of community-based banks market environment by using five forces model, and by using the strategy map, makes a graph including product differentiation and cost with a clear distinction of the strategic choice of quadrant between large banks and community-based banks. It visually displays the community-based banks development region. Relevant suggestions are put forward： taking community residents and SMEs as the targeted market, cultivating customers＇ loyalty, focus on public praise and big data.