A Rural Commercial Bank "Community E Bank" Business Marketing Strategy Research

Finance is an integral part of the economy, the original through deepening the reform of rural credit cooperatives transformed into rural commercial banks, which consists of private enterprises, joint-stock companies, limited liability company, a joint venture composed of natural persons, rural commercial banks are local financial institutions is to serve the local economy of financial institutions with independent legal personality, it plays an important role in rural financial institutions. Rural commercial banks based services, "three rural" service "SME" and the service "regional economy" to have any, for China's economic development has made tremendous contributions. In recent years, through its own situation, and gradually develop and grow, gradually play an important role in the rural financial system, has also become a mainstay of local economic development in rural areas. Rural commercial banks due to differences in the face of their own service objects and regions, there are many problems in the financial product innovation, how to use their own advantages in the increasingly fierce competition in the growing financial strength, to achieve sustainable development? Author and rural commercial banks county, for example, from a marketing point of view, put forward a rural commercial bank "community e bank" in business marketing design.The rapid development of electronic commerce motivate China's economic development, attracting more and more enterprises to participate in them. Meanwhile, the widespread implementation of market-based interest rates and deposit insurance system, the gap between business deposits and lending rates of commercial banks in rural tradition in narrowing the bank's main source of profit is shrinking, competition among banks to increasingly fierce, the major commercial banks the introduction of new financial products, China Construction Bank launched the "good financial business", ICBC launched the "Financial e shopping", Bank of China launched the "Bank Dealers" Minsheng Bank launched the "people's livelihood electricity supplier", Bank of Communications launched the "cross-Bo "and many commercial banks have launched Internet business platform, business platform covering the household appliances, jewelry, food, clothing and shoes, cosmetics and other industries closely related to daily life. In order to develop new customers, to seek new profit growth point, to bring new development banks, rural commercial banks in the banking industry started late, lack of financial awareness of innovation, science and technology network technology is relatively backward, more moderate growth rate, in order to adapt to the new normal Under economic development, rural commercial banks to seek long-term progress and development, in January 2015, lead by the Anhui Province Rural Credit Cooperatives, the province's 83 Comicsonair jointly launched the "community e bank" range in the province, relying on e-commerce platform extending financial services to rural commercial banks. Through mobile banking client Anhui rural commercial banks in the area you are targeting, small businesses can set up shop on the network platform, to show the sale of goods and services, and trade through community e bank, expanding the bank card and value-added services online banking, the stock of existing rural commercial bank customers Internet-based, to withhold utilities, communications, traffic fines as the representative of the middle range of banking services to the Internet transfer, rural business Bank deposits existing customers, merchants tripartite Contact electricity supplier platform, forming a merchant bank and the sharing of resources on the electronic business platform, and common development.Direction of rural commercial bank's business development and financial innovation, depending on the data analysis is not dependent on experience and intuition, rural commercial banks need real transactions to objectively reflect the company's credit situation and financial needs, but third-party payment large numbers of bodies to rural commercial bank payment and settlement business has brought enormous pressure, the major electricity supplier platform shields the customer basic information and customer transaction information, rural commercial banks out of control transaction information dominance, therefore rural Commercial Bank to build its own electronic business platform-"Community e bank", to find out the customer's financial needs and customer funds to the clients' funds to integrate information and data, to prepare for the subsequent credit business types and e-banking product innovation.According to the theory of corporate marketing, cooperation in the study of rural finance, infrastructure and rural credit cooperatives reform of commercial banks on the theory of information, the use of PEST analysis of rural commercial bank "community e bank" business is analyzed from internal and external financial environment analysis to proceed, the status quo of business development of electronic banking domestic commercial banks, rural commercial banks based on existing resources and capacities to analyze "community e bank" business marketing objectives, target market, rural commercial banks proposed marketing strategy design community e Bank, combined with market segmentation, target market to develop, strengthen the marketing system and the expansion of market competitiveness, optimize network layout, the implementation of the network transformation, the gradual improvement of human resources, to strengthen the performance evaluation, strengthen corporate culture, build community e Bank.