An Analysis Of The Marketing Strategy Of "Easy Credit Card" In Shucheng Rural Commercial Bank Of Anhui Province

The commercial bank credit business has been the main source of bank profits and has played a big role in the development of the banking industry.But traditional loan business has a large amount,audit procedures and great risk,and can't meet the needs of most customers,especially in the rural areas,the loan difficult problem has always been.Small loan business to alleviate this kind of problem,this article starts with micro-credit products,describes the present problems of the micro-credit,and solutions,in order to solve the problem of rural loans difficult better.With the continuous development of the banking sector,financial products innovation,increasingly fierce competition among commercial Banks will.In order to stand out in the competition of Banks,financial products marketing is particularly important.To meet this challenge,commercial Banks must combine their own advantages,on the basis of the financial product innovation,innovation of financial products marketing strategy,formulate the corresponding marketing strategy,accumulation of high-quality customers,so as to make profits.It is no exception for micro-credit products."Easy credit card" as ShuCheng rural commercial bank can provide credit products,compared with the traditional credit business,has a small revolving loan,easy credit,flexible,self-help,etc,but the current marketing situation is not optimistic,so Anhui ShuCheng rural commercial bank should focuses on how to develop marketing strategies to promote the development of "easy credit card".This article mainly from Anhui ShuCheng bank how to "credit card" easily as opportunities for development through product marketing,first introduced the research background and research significance of this paper,after reviewing the literatures at home and abroad,and then close and put forward the method of research and thinking,and put forward in this paper,innovation points and deficiencies;The market marketing environment theory,the 4Ps theory and the STP theory are introduced.On the basis of relevant theories of Anhui ShuCheng rural commercial bank "easy credit card" has carried on the related introduction,through the market marketing environment theory on the analysis of marketing environment;Then through the field research method to the anhui ShuCheng rural commercial bank "easy credit card" marketing present situation investigation,obtain the relevant information and data,the current marketing strategy of "easy credit card" are described,and put forward the "easy credit card" the current lack of innovation marketing strategy of product,price advantage is not obvious,promotion,and distribution and utilization of unreasonable,employees' knowledge level is uneven,product service lack some shortages and risk control;According to anhui ShuCheng rural commercial bank the easy credit card marketing present situation and existing problems in the marketing strategy,combined with the theory of 4ps,for the easy credit card products,pricing,channel,promotion four aspects of marketing strategy optimization Suggestions,including strengthening the construction of brand and product innovation,expanding credit people,developing new products as well as the difference between the price strategy,to strengthen the construction of electronic banking channels,develop relations promotion strategy,etc.,and according to the theory of STP market segmentation strategy optimization Suggestions were put forward,finally related research conclusions.