Research on the Innovation of Community Bank Development Model Based on the Concept of “Internet + Neighborhood”

Abstract

Community banks urgently need to innovate their development models by leveraging technological tools to deeply integrate into community life. This is essential to address the current challenges of unclear market positioning and severe homogenous competition, while also capitalizing on the opportunities arising from advancements in internet technologies. This study begins with an exploration of the intrinsic nature and comprehensive attributes of "neighborhoods," and combines the advantages of fintech to propose a novel marketing model for community banks—the "Neighborhood" dual-loop marketing model. The model aims to help community banks better position their market, deepen service penetration, and enhance customer loyalty by deeply integrating internet technologies with community life scenarios.This model consists of two key components: the "Basic necessities+" closed-loop system and the "Community Information Database." The former drives the integration of banking services into various aspects of community life by aligning with residents' daily needs. The latter helps banks capture dynamic customer profiles through the establishment and utilization of a community information database, enabling them to optimize products and services and achieve precise marketing outcomes. Through a combination of theoretical analysis and case studies, this paper explores the implementation pathways of this model, offering a new theoretical framework and practical guidance for the transformation and upgrading of community banks in the internet age.