The Research On The Marketing Strategy Of Intermediary Business Of Rural Credit Cooperatives In Jining City

At present, with the increasingly fierce competition of financial markets, the spread between traditional deposit and loan business is reducing. Intermediary business, known as one of the three main businesses of commercial banks, has become the important revenue recourse in world’s commercial banks, due to the merits of its its low cost, high profit, minor risk and great earning potential. Therefore, how should commercial banks impel intermediary business comprehensively, healthily and quickly to cope with the intense competition? This problem needs to be tackled as soon as possible.Rural credit cooperatives in Jining city, through continuous reform, exploration and innovation, has become the local financial institution with most business outlets and largest savings and loans. In recent years, Jining rural credit cooperatives has taken the development of intermediary business as its strategic business pillar. Due to rural credit cooperatives’ strengthening marketing and product research, enhancing intermediary business assessment and resource allocation efforts, intermediary business has accelerated its development and made some progress. However, there still exists a big gap when comparing with the same industry.This thesis is against the background of the development of intermediary business of rural credit cooperatives in Jining City. Focusing on the theory of marketing, integrated marketing communication and resource, this thesis embarks on the significance and necessity of development of intermediary business of Jining rural credit cooperatives and analyzes the opportunities and challenges faced by Jining rural credit cooperatives. Based on the market segmentation of intermediary business and target market position, this thesis attempts to propose marketing strategies for the development of intermediary business of rural credit cooperatives in Jining City, in accordance with the characteristics of intermediary business products, different service strategy and outlets channel management strategy are offered. Besides, in connection with the specific condition of Jining rural credit cooperatives, some suggestions are put forward form the aspects of marketing concept transformation, business process reengineering, organization construct, personnel training and management, and formulation of annual marketing plan, in the hope of providing effective ways for the long-term, sustainable, and comprehensive development of intermediary business of rural credit cooperatives in Jining City...