Research On The Marketing Strategy Of Urban Rural Credit Cooperatives

As the pace of urban economic development further speed up, the financial industry, as the urban economic development booster, is gradually prosperous. Both in the forest of city commercial circle, and in the densely populated residential area, the bank can be seen everywhere, a business circle joined more than a dozen or even a big financial institutions make everywhere. For people living in urban areas, enterprises, the extensive financial institution means the convenience of financial services and more service options, and for financial institutions, means that the market is more competitive.This paper takes Jinan, the capital city of Shandong province as the background, centre on the topic of "city marketing strategy research of rural credit cooperatives", in reference to domestic and foreign financial institutions based on marketing theory and experience, through the study of urban marketing strategy of rural credit cooperatives, combine the market marketing theory in the principle of generality and the particularity of financial products with marketing status of urban rural credit cooperatives, make the marketing strategy of urban credit cooperatives’ actual situation and specific measures of implementation strategy, provide some quality advice for the urban credit cooperatives to build market marketing system.The author investigated about the research situation at home on "city marketing of rural credit cooperatives", analyzed the research achievements of domestic and foreign scholars on this issue, and started the research on the basis of the related research. From the market selection and positioning theory, the theory of 7P marketing combinational theory, using literature research, empirical investigation and analysis methods, etc., this article deeply analyzes the strengths and weaknesses of urban credit cooperatives to carry out the marketing activities, opportunities and threats facing, it is concluded that advantages of urban credit cooperatives outweigh the disadvantages, more opportunities than threats.However, the business development status of rural credit cooperatives in urban areas are introduced, and analysis the deficiency of the urban credit cooperatives marketing and the reason of it. Finally, consider the theoretical basis and realistic basis of the urban credit cooperatives to carry out marketing activities as the research basis, clear about the target market of the urban areas was selected as urban residents, the self-employed, small and medium-sized enterprises, the market positioning for the community bank, and then from the product strategy, place strategy, promotion strategy, price strategy,people strategy,process strategy,physical evidence strategy,and so on several aspects, and puts forward the city marketing strategy of rural credit cooperatives: through the establishment of a unified image identification, earnestly implement the social responsibility, create characteristic credit brand, expand financing business, providing diversity strategy implementation methods such as financial services products; To create high-quality goods outlets, rapid development of electronic marketing channels, develop cluster customer marketing, emphasis on customer relationship management, strengthen the cooperation with other units, such as measures to carry out the distribution channel strategy; The integrated use of advertising, personal selling, business promotion and public relations promotions such as effective communication and promotion activities; From the perspective of the interest rate and fees pricing, realize the maximization of the dual of credit cooperatives benefits and market share. The stuff is managed by personnel selection, personnel training, personnel motivation. The process strategy is carried out by paying attention to the service behavior, promoting the satisfaction of the staff, and refigure the procedure. The physical evidence strategyis carried out by self-presentation, and developing comfortable service environment.At the same time, in order to ensure the implementation of the marketing strategy and marketing objectives, implementation, and puts forward some effective security measures, including concept, organization, personnel security, technology security and culture security.Market positioning mentioned in the "community bank" and some suggestions about pricing strategy has certain reference significance for the rural credit cooperatives and other financial institutions in urban areas further blank market.