earticle

영어

Local banks play a very important policy role in that they are the starting point for regional economic development. Therefore, the academic review on the survival and growth of local banks is urgent and important. To ensure local banks‘ role in the digital financial era, this paper presents a practical strategy for the survival of local banks using BNK Financial Group as a case. Specifically, we suggest a strategy of reorganizing the existing Busan Bank and Kyongnam Bank into a two-bank system of BNK Bank and BNK Digital Bank to compete with big commercial banks and Internet-only banks. This study also proposes a two-track marketing model for BNK Bank and BNK Digital Bank respectively: (1) securing existing customers through positioning as a new top 5 commercial bank; (2) penetrating new customers with the co-operation of tech companies such as NC Soft and NAVER.