南通农商银行深耕本土市场的破局之思

Core Viewpoint - The local bank's market influence relies on building a marketing team that is deeply rooted in the local community and understands customer needs, which is exemplified by Nantong Rural Commercial Bank's strategic focus on talent development and localized marketing efforts [1]. Group 1: Localized Talent Selection - The bank emphasizes selecting marketing personnel who are "down-to-earth," possessing rich grassroots service experience and a deep understanding of local industry chains. In 2023, local marketing personnel accounted for 78% of the team, achieving a 15 percentage point higher business completion rate compared to externally hired staff [2]. Group 2: Scientific Talent Development - The bank has established a comprehensive training system that includes "multi-level training + multi-position experience." The training approach combines internal and external training, focusing on local market characteristics and introducing cutting-edge industry concepts. A dual communication mechanism between headquarters and branches allows talent to grow through diverse experiences [3]. Group 3: Precise Talent Utilization - The bank has innovatively created a talent management mechanism characterized by "selective entry and elimination." This involves regular tracking and dynamic management to break the comfort zone of talent growth. For key cultivated talents, a targeted appointment mechanism is employed, while specific positions are filled from a reserve talent pool of 200 individuals [4]. Group 4: Service Efficiency and Economic Contribution - The marketing team's effectiveness has significantly improved, with personnel engaging directly with local businesses. In 2023, the bank served over 1,200 small and micro enterprises and provided wealth management services to more than 50,000 households, demonstrating a strong alignment between the bank's growth and local economic development [5].