Study Of Marketing Strategy Of Bankcard Business Of Liaoning Rural Credit Cooperatives

In recent years, rapid development of the domestic banks, market competition is becoming increasingly fierce. Liaoning province rural credit cooperative (hereinafter referred to as Liaoning province rural credit) despite a long history of Shi Li, but in addressing the heavy historical burden at the same time, with tight times the pace of sustainable development is undoubtedly of Liaoning province rural credit management put forward higher requirements and a severe test. Liaoning province rural credit more than50years of its existence, based on and to stay in the rural areas, services to agriculture, farmers and rural economies, in affirming the reform achievements at the same time, we must also soberly realize that in the process of reform and business development, bank card business as compared to other financial institutions, still exist such as branding, management, services, network technology, and many other disadvantages. Facing the rapid development of State-owned bank, in the face of expanding all of the major commercial banks, in the face of agricultural development Bank of China, the agricultural transition management and postal savings bank and a variety of small banks to set up, will have a strong impact on Liaoning province rural credit, become strong competitors.Therefore, based on the above reasons, studies on Liaoning province rural credit cooperative bank card products in the marketing strategy of the development of rural areas. Insisted realistic of attitude, focusing on theory research and actual research phase combination, and used literature research law, and analysis law combination of method, see has in recent years both at home and abroad bank card business of research, master has latest of information, refined out has reference value of research content, and uses market marketing theory, using SWOT as analysis tools, and Porter five force theory, theoretical basis, on bank card products of marketing environment for analysis.Finally, using STP, SPS marketing management theory development and management of marketing strategies, in accordance with the goals of rural credit in Liaoning province, made suitable for Liaoning province rural credit bank card business promotion strategy, positioning, and selecting effective marketing strategy, product strategy, business strategy, service strategy, talent, business promotion policy. Increase marketing efforts to increase market share, adhere to the featured business innovation to ensure the marketing of inner power, expanding the scope to develop new profit growth point of intermediate business of Liaoning rural credit bank card marketing measures; expanding service channels improve service acceptance environment, to enhance staff training to improve personnel reserve capacity to ensure effective implementation of the marketing strategy. To achieve change in Liaoning province rural credit bank card business backward situation, improve business innovation ability, good card for card holder customer environments, enhancing bank card business market share and competitiveness objectives. Liaoning province rural credit bank card business in a highly competitive financial market in rural areas in the tide breaker move on, sailing out of underdevelopment,"solid" occupation of rural financial markets and create a better future.