A Study On Marketing Of Agricultural Development Bank Of China

Since the 16th CPC National Congress, the new collective leadership of the central government has been working on issues about agriculture, rural areas and farmers as its first priority. Based on the concept of scientific development and the balance development of urban and rural areas, the central government has put forward the working principles of "giving more, taking less and deregulation" to enhance the strategic reform on agriculture and rural economy. Agricultural Development Bank of China (hereinafter referred to as "the Bank") has been established for 10 years. With the acceleration of the reform on grain and cotton circulation system and financial system, the Bank is exposed to both opportunities and challenges.With the expansion of the business scope for commercial loans, the bank has experienced fundamental changes in policy environment on credit operation, market environment and its customer resources. The approval for the Bank to run commercial banking services resulted in more financing resources for the development of agriculture and the rural areas. At the same time, the Bank has to compete for customers with other commercial banks and financial institutions. As the Bank can never get away from competition with other financial institution to win commercial loans, marketing has become essential for the Bank and should come to the top of the agenda.The essay introduces the development the bank has experienced, the operation outcomes it has achieved and the difficulties it has encountered. In accordance with the bank marketing theory and strategic management theory, it systematically analyses the necessity of introducing marketing to the Bank and major problems the Bank has been experiencing in marketing management. As a conclusion, to identify a suitable and appropriate way of marketing is of great significance for the current reform and future sustainable development of the Bank.