Research On Marketing Strategy For Rongyibao Loan Of Panshi Jiyin Rural Bank

Rong Yi Bao is a new kind of loan la unched by Pan Shi Ji Yin Rural Bank to solve the problem of r ural financing, Jinlin Province is the first to propose the context of land revenue guarantee loans in China, which is the inno vative loan products.The paper analyzes the historical bac kground of financial gain treasure lending business and real developm ent significance th at can be achieved in the curren t promoting rural economic development, and in the macro environment analysis of the current political environm ent, economic environment, social environm ent, technical environment, combined within its own profession advantage, weaknesses, consumer behavior analysis. Also thr ough literature research, qualitative and quantitative analysis tools, questionnaires and com parative analysis method, solve problems for financial gain treasure loan business in the marketing process.In order to develop scien tific product marketing strategy, design Rong Yi Bao loan business marketing management strategy by SWOT analysis, the use of scale advantages of Pan Shi Ji Yin Rural Ba nk, a stronger district econom ic strength, high-quality customer resources, with a st rong scientific and technological support, while a clear understanding. Rong Yi Bao br and awareness is not very popular in loan business, Pan Shi Ji Yin Rural Bank outlets currently do not cover all local area, at the same time high pressure of market competition from the agricultural Bank of China, as well as postal savings agricultural.According to Rong Yi Bao lending busin ess customers segmentation, clear Pan Shi Ji Yin Rural Bank f inancial gain tr easure lending market level and m arket positioning, using of 4P theory, so develop the new m arketing mix strategies including:(1) Product strategy. Focusing in customer demand mainly, product innovation, improving lending efficiency, deepening the sense of service the loan.(2) Price strategy. Good estimates the cost of capital, while low interest rates to seize market share, good risk prevention and controlling at the same time to increase efforts to support the loan.(3) Promotion strategy. Run the brand strategy, integrated multiple channels, using new media resources for marketing, precision marketing target and segments.(4) Channel strategy. The m ain way is to im prove the network channel marketing, innovation of other marketi ng channels, m ake good use of m obile banking and "peasant wallet" platform, shorten applying time for the loan customers, saving customers fee of the loan. Product pricing strategy, the optimal combination of product innovation strategy to develop marketing programs. Purpose is to adjust and optimize the product, pricing, channel and customer marketing strategy, make customers having a deeper understanding for products, pricing, business advantages; The marketing team with business training, channe l marketing, promotional activities, brand build ing, marketing strategy to ha ve a deeply understanding and grasp and apply to m arketing practice, to promote rapidly and healthy development of the business.Currently Jilin province is taking pilot phase to ensure that the loan proceeds belonging to farmers, Pan Shi Ji Yin Rural Bank launche d financial gain treasure loan types with exploring m arketing strategy that is still relatively scarce, compared to other loan products marketing concept is slightly after, poor sales, partly marketing layout, lack of brand marketing, le ss loan products, the single strategy marketing, leading to the promotion of new loan products very slowly, benefit is less than target based on the investm ent, economic income is affected. Results of this paper of Pan Shi Ji Yin Rural Bank lendi ng farmers the land revenue assurance market development is practical value, has positive significance for other products of Pan Shi Ji Yin Rural Bank.