The Research On The Marketing Strategy Of Small Credit In Rural Credit Cooperative RZDG

Micro credit business as the government poverty alleviation specific to poor families provide loans and financial support, later gradually evolve to become a higher interest rates, duration is short, and required a third party as guarantee loans will be distributed to have repayment ability of customers, in order to seek a higher level of rate of return on capital, to complete the banking business as the goal of specific groups of services and sustainable development. And with the transformation of China’s economic rapid development and the national consumption concept, China ushered in the golden age of microfinance business, more and more people choose the microfinance business as micro financing, but as the main force of rural finance of rural credit cooperatives, the small amount credit business did not reach expected earnings.This paper based on qualitative and quantitative analysis, the combination of theoretical analysis and empirical research, to personal credit business development in RZDG rural credit cooperatives as the research object, analysis RZDG of rural credit cooperatives microfinance business marketing environment, puts forward the strategy of personal credit business marketing in RZDG of rural credit cooperatives, promote the personal credit business marketing in RZDG rural credit cooperatives. First, an overview of the research background and significance of RZDG rural credit cooperatives microfinance business marketing, research status, research contents and methods; secondly, the part of theoretical analysis, the definition of bank microfinance business concept, characteristics and research object, and analyzes the credit rationing, industry competition, moderate scale management and service marketing the theory provides the theoretical basis for this study; third, RZDG of microfinance of rural credit cooperative marketing macro environment, industry environment analysis, an overview of the rural credit cooperatives microfinance business marketing results achieved and the existing problems; fourth, analysis of STP and 7P based on the proposed RZDG microfinance of rural credit cooperative marketing the price strategy and channel strategy; fifth, proposed RZDG microfinance of rural credit cooperative marketing strategy. Barrier measures, mainly including the improvement of micro credit business marketing team building measures; finally, the paper puts forward the research conclusions and prospects, realize the significance of this study.