Study On Personal Loans Marketing Strategy Of RZLS Rural Commercial Bank

RZLS rural commercial bank is a regional commercial bank RZ area has a certain influence,its predecessor is the LS rural credit cooperatives,after the joint-stock reform of rural commercial bank,later renamed RZLS,the LS network covering the widest range of financial institutions,the largest,most marketing staff of customer service groups.RZLS rural commercial bank,deposit and loan balances were reached nearly 10 billion yuan,personal loans of nearly 3 billion yuan,to achieve a better "based on the urban and rural areas,serving the public" business philosophy.RZLS rural commercial bank's personal loan business with wide coverage and network advantages,has great advantages in the local area,but with the postal savings bank,state-owned banks,joint-stock banks personal loan business fully sink,and the rapid development of small loan companies,net loan companies,personal loans,personal loan business development of RZLS rural Commercial Bank met some bottlenecks in recent years,the dual problem of stagnation,rising total lending risk.So how to do the personal loan business of RZLS rural commercial bank marketing,gradually reverse the development of increasingly unfavorable situation,has become an important issue in the development of RZLS rural commercial bank.Combined with actual work,take the market marketing theory,combined with the method of combining through literature research,case studies,theory and practice,to carry out the research on the marketing strategy of RZLS rural commercial bank's personal loan business.The content of this paper is divided into six parts: the first part mainly focuses on the research background,research purpose and significance,research status at home and abroad,and thinking about the research contents,methods are presented in this paper;the second part mainly on the emergence and development of the marketing strategy,and the related theory of marketing mix theory in-depth research tools research and analysis;the third part is the RZLS Rural Commercial Bank of the personal loan business situation and external environment PEST analysis and industry competitive environment of the five forces model analysis,and based on the analysis of RZLS rural commercial bank SWOT;the fourth part,mainly from the marketing objectives,market segmentation,target market analysis,market positioning of several banks to conduct a comprehensive analysis,and then find out the suitable combination of 4PS and the implementation of marketing strategy;the fifth part mainly from the camp Sales team construction,optimize themarketing organization structure,optimize the evaluation system,to achieve positive incentives,improve business processes,improve the credit risk management,and vigorously promote the transformation of the brand image,bank sit sales measures for the protection of marketing;the sixth part is the conclusion and outlook section.Through this study,to improve the marketing strategy of personal loan business of existing RZLS rural commercial bank,in order to better cope with the fierce and complex competition in the financial market.