Research On Microcredit Marketing Strategy Of Eryuan Rural Credit Cooperatives

Rural economy is the foundation of the national economy, and the development of rural areas can not be separated from the support of micro credit. After years of development, The improvement of China’s rural financial system has played an active role in improving the supply and demand of funds, optimizing the allocation of rural financial system. However, with the development of the market economy system and the development of the modern commercial banking system, the competition of the banking industry is becoming more and more serious. The new challenge to the rural credit cooperatives is to establish the new concept of credit marketing. However, as China’s market through micro credit as a means of national poverty reduction in the vast rural areas, after 20 years of practice, has developed into a new type of financial instruments. Rural credit cooperatives as the main provider of micro credit, in the development of rural financial system has occupied an important position. With the continuous reform of the financial market, the rural credit cooperatives must establish and strengthen the marketing strategy of micro credit products, and promote the development of rural economy. Based on modern marketing theory, this paper studies and analyzes the micro credit marketing strategy of Eryuan rural credit cooperatives, based on the objective and comprehensive survey of the current situation of Eryuan rural credit cooperatives, based on the experience of foreign micro credit marketing, combined with the current situation of rural financial market development, and the relevant theory of strategic management and marketing.In detail, this paper analyzes the existing internal operating mechanism of Eryuan rural credit cooperatives micro credit, the coverage is not high, the sustainable development ability is low, the source of funds is less and lesslow, Using SWOT analysis method, the business development of Eryuan rural credit cooperatives is analyzed. According to the internal and external environment of Eryuan rural credit cooperatives, combined with the analysis of 7P marketing theory, 4C marketing theory and product marketing channel strategy, product development strategy, the development of Eryuan rural credit cooperatives in rural credit cooperatives, the specific recommendations of the development of Rural Micro Credit Theory and practice.