A Study On The Marketing Strategies Of Rural Credit Cooperatives In County Area

The deep integration of global finance has intensified the competition inbanking. Due to the unification and homogeneity of financial products, the maincompetitions in banking have centered on the alienation of target market and marketingability. Rural credit cooperatives, as the main financial force of county economy, are ofself-evident importance. Especially in recent years, on the one hand, with thecontinuous reform of rural financial system, banking regulatory commission has workedout the general plan that the nationwide county rural credit cooperatives should beremanufactured entirely into rural commercial banks by2015; on the other hand, themushroom development of new rural construction, the sound momentum of theintegration of urban and rural areas, and the speed-raising of county economicdevelopment mean a violent financial demand. It is thus clear that both the macro policyplanning and the coordination of economic development provide historic opportunityfor the development of rural credit cooperatives. However, the good external conditionscan only be the accelerant for the development of rural credit cooperatives. To improvethe operation capacity of rural credit cooperatives and to design a series ofcorresponding marketing strategies for sustainable development are the truly key pointsfor rural credit cooperatives to seize the county financial market share.This paper is divided into eight chapters. The first chapter is an introduction on theresearch background, targets and significance, related literature review, researchmethods and the innovation of this paper. The second chapter is an elaboration of thetheory related in this paper. The third chapter introduces the general information ofcounty rural credit cooperatives, including the developing history of rural creditcooperatives and the classification of business, and analyzes the importance of designing marketing strategies. The forth chapter introduces the current marketingsituation of rural credit cooperatives in Dongxing district, including an introduction ofthe marketing scale, the management status, and the problems existed in marketing. Thefifth chapter is the implications of the marketing experience from financial institutionsat home and abroad. The design of rural credit cooperatives’ marketing strategies isstated in the sixth chapter, which consists of environmental analysis, market analysis,market positioning, design of marketing strategies, and the measures to guarantee theimplementation of strategies. The seventh chapter expounds the implications ofmarketing strategies of rural credit cooperatives in Dongxing district to other countyrural credit cooperatives. The last chapter is the conclusion with a summary of the mainideas in this paper.To sum up, rural credit cooperatives have been pushed to the crucial turning pointof reform. The successful turning, which is from traditional passive marketing to theactive marketing with a spirit of the time, and from assisting county economicdevelopment to stimulating county economic growth, lies in to design a whole set ofmarketing strategies.