The Study Of Marketing Strategy In Jilin Province Rural Credit Union

With the aim to develop the commercial bank and focuses on high quality and low cost, The Rural Credit Cooperatives of Jilin province speeds up the reform of property system, constantly promotes the adjustment of internal governance mechanisms, and actively explores and implements marketing strategy. For several years, with its main business development index rising successively and its market share and market level increasing significantly, its competitive ability enhances obviously in the same industry across the province and nation. At the time when the Rural Credit Cooperatives of Jilin province develops rapidly, it is facing with unprecedented pressure and all its businesses is meeting intense challenge. In order to grab market share and make new progress, the Rural Credit Cooperatives of Jilin Province must take the marketing management of financial products and services to a strategic point of view.This thesis mainly analyzes the present marketing situation and existing problems of the Rural Credit Cooperatives of Jilin province. By using analytical method of STO, the operating environment of the rural credit cooperatives is comprehensive analyzed and the existing advantages, disadvantages, opportunities and challenges is pointed out. Meanwhile, this thesis also states the market competition strategy which the target market of the Rural Credit Cooperatives of Jilin province chooses. In the end, according to the real situation and the financial needs of rural credit cooperatives of Jilin province, this thesis puts forward several strategies which help to improve the marketing management of the Rural Credit Cooperatives of Jilin province.Chapter one is the present situation of marketing of the Rural Credit Cooperatives of Jilin province and the significance of the research. Behind the good results of the Rural Credit Cooperatives of Jilin province, we can easily find that the Rural Credit Cooperatives of Jilin province do a lot of useful and helpful work, which consists of the further deepening of marketing concepts, the enhancement of service function, the accurate positioning in"Three Agricultures", the constantly upgrading of promotion means and the improvement of the quality of marketing team. However, there also exists some problems in marketing.Chapter two is the SWOT analysis of the marketing environment of the Rural Credit Cooperatives of Jilin province. Through analysis of the Macro/micro market environment level, its chance and threat of market environment and the advantages/disadvantages of its adaption ability to market environment of the Rural Credit Cooperatives of Jilin province, we can conclude that although the market competition becomes increasingly fierce and there exists big challenge, the external opportunities of the Rural Credit Cooperatives of Jilin province outweighs the threat, and the opportunity is greater than the challenge, so it is quite promising to take the first place of the financial industry in Jilin province. The Rural Credit Cooperatives of Jilin province should speed up the pace of reforming, learn the experience from advanced banks in and out of the nation. In this way, it can seize the opportunity to complete the strategic transition and eliminates its disadvantages gradually.Chapter three is the target market strategies of the Rural Credit Cooperatives of Jilin province. This chapter investigates the following 3 aspects: market segmentation, selection of the target market and market positioning. Market segmentation and market positioning is premise to implement market strategies. The aim of market segmentation is to choose and enter into target market effectively. The essence of market positioning is to strictly separate this enterprise from other enterprises, so that customers can clearly feel and recognize the difference and have a good impression about the products. In this way more customers are attracted. The market positioning of the Rural Credit Cooperatives of Jilin province caters to"Three Agricultures", it is market-oriented and tries to take roots based on the vast rural areas. The rural credit cooperatives has to foster strengths and circumvent weakness, gives full play to its advantages and centers around"Three Agricultures", so that it can build the space of survival and development.The conclusion part, combining the external and internal situations of the Rural Credit Cooperatives of Jilin province, several strategies to improve the marketing management of the Rural Credit Cooperatives of Jilin province is put forward. Facing the strong competitor and when the Rural Credit Cooperatives becomes the pillar of rural finance and the main force to support agriculture, the study on marketing strategy should not be neglected, so it is needed to strengthen the research on marketing strategy and to carry out the relevant strategy. In the end, this thesis put forward the several strategies to promote the marketing competitiveness of the Rural Credit Cooperatives of Jilin Province, which includes the fundamental competitive strategy, the differentiation competitive strategy, and the financial innovation strategy and goes the commercialization and marketization path so as to promote the smooth and fast development of the Rural Credit Cooperatives of Jilin Province.