Study On The Marketing Strategy Of The Intermediary Business For Rural Commercial Bank Of L City In Anhui Province

With the development of rural economy, the speeding-up of the new countryside construction, the issues about agriculture, countryside and farmers are being more and more concerned by the government. Since 2004, a series of the first policy documents are issued by the authorities in order to support the "three rural issues". Under this background, rural financial reform to establish a modern rural financial system, improve the rural financial system as the main content of have been greatly accelerated. Under the support of national policy, as an important part of rural financial system, rural credit cooperative financial institutions to significantly accelerate the pace of reform, many rural cooperative financial institutions have been restructured to rural commercial banks including L City in Anhui Province. However, the interest rate liberalization, the relaxing bank access policy and the intensifying rural financial market competition, the development of rural commercial bank has been facing a lot of uncertain and unstable factors. Rural commercial bank relys on deposit and loan spreads as the representative of the traditional business will gradually shrink, the single income structure and growing pattern in order to spread the main profit mode of operation, has been unable to adapt to the future development of commercial banks. The pattern of growing mode for rural commercial banks are facing great changes.Intermediary business as a new potential business-which makes a features of low risk, low cost and high return-has been arised for 160 years in the market of developed country, and gradually become the main source of profit for commercial banks worldwide. The occurrence of intermediary business is the commercial banks especially small and medium-sized banks, to expand channels of profit, and to avoid business risks. Local rural commercial banks to survive and develop in the fierce competition, we must break the existing business development constraints, meet the needs of market development, the business development concept to marketing, business operation and management system are required for change. Take L City which is in Anhui province as example, although the current overall good momentum of development, the scale of traditional business in a larger market share, but by the traditional concept of the impact of the intermediary business marketing consciousness is weak, the market localization is fuzzy, the "three rural issues" service features and the core competitiveness gradually weakened. In order to realize the sustainable development of the long-term stability, we must in-depth understanding of customer groups in rural areas, the demand of the concept of marketing to expand the intermediate business.This paper takes rural commercial bank in L city of Anhui province as the sample of study, analyzing combined with the intermediary business marketing current situation and the existing problems, considering the market segmentation and the internal and external environment, to clear positioning of the rural financial market, using marketing theory to discuss the development of intermediary business. How to enhance the marketing ability of the intermediary business of the rural commercial bank in L City, enhancing core competitiveness, is proposed for the characteristics of the development of intermediary business marketing strategy, and other rural commercial banks in Anhui province to provide reference.This paper divides into five parts. The first chapter of the paper will summarize the background of selected topic, significance and research status, researching ideas and methods, innovation points and deficiencies of the thesis.The second chapter shows the relevant theory, and the control status of intermediary business development of commercial banks in China, the current situation of the development of the rural commercial banks in L city of Anhui province to conduct a comprehensive analysis, in the current intermediary business of rural financial market needs analysis as the foundation, through the applicability analysis of intermediary business of commercial banks marketing in L City, combined with the specific local economic circumstances, using the SWOT analysis system to reveal its development strengths, weakness and external opportunity and threats. Based on the conclusion of previous part,The fourth chapter will make market segmentation in detail about the rural commercial banks in L City, and highlight the clear competitive advantage, probe into how to take target-marketing position of the rural commercial banks. And then we will build marketing management strategy conforming to the development of the intermediary business of rural commercial banks in L City, by using the marketing mix strategy (product strategy, price strategy, channel strategy, promotion strategy). In the last part, we will discuss some specific details of the marketing strategy of intermediary business of rural commercial bank in L City, and puts forward the corresponding security measures.