Study On Marketing Strategy Of Micro Credit In Rural Credit Cooperatives

Rural economy is the top priority of the national economy. rural development is inseparable fromthe support of microfinance. After years of development, Microfinance to improve China’s rural financialsystem played a positive role in improving the relationship between the money supply and demand,optimize the allocation of the rural financial system. But with the deepening of China to further promoteand market economy, the rural financial system is not perfect, microfinance institutions scattered,restricted the development of rural economy. Mainly national microfinance as a means of povertyalleviation in the country’s vast rural areas expanded scope. After20years of practice, microfinance hasdeveloped a new type of financial instrument. Rural credit cooperatives as a major provider ofmicrofinance in the development of the rural financial system, occupy an important position. With thereform of the financial markets, rural credit cooperatives in promoting microfinance business must,create and increase microfinance product marketing strategy, the better for the "three rural" services topromote themselves and rural economic development.In this paper, the use of modern marketing theory, Yunan County, Guangdong Province, themarketing strategy of microfinance research and analysis. In Yunan objectively and comprehensivelyinvestigate the status of microfinance on the basis of credit from abroad through microfinance andmarketing experience combined with the status of rural financial market development, the introduction ofthe theory of strategic management and marketing management, rural credit cooperatives constructedYunan microfinance marketing strategy.By analyzing the presence of Yunan Rural Credit Cooperative Microfinance internal operationmechanism defect coverage is not high, low sustainable development capacity, less funding channels andother issues. Use SWTO analysis, business development Yunan rural microfinance institutions analyzed.By Yunan Rural Microfinance internal and external environment, combined with the4P marketing theory,analysis, and product marketing theory4C marketing channel strategy, product communication strategy,formulating marketing strategies Yunan microfinance products. This paper presents specificrecommendations Yunan microfinance development, enriches the theory and practice of ruralmicrofinance development in China.