Research On Marketing Strategy Of Wuxi Rural Commercial Bank

Wuxi are active in Yangtze river delta economic region of a city,its financial institutions service about the area of the development of small and medium-sized enterprise production,circulation,processing.In the financial industry booming at the same time,also met with some development bottlenecks,including the credit insufficient effective demand,interest rate marketization,financial regulation increasingly competitive pressures,more closely.In this context,this paper takes wuxi rural commercial bank as the research object,through the study of its marketing strategy,identify the developing direction of rural financial industry marketing.In this paper,the research uses comparative analysis,case analysis,literature data method,qualitative analysis and investigation method,the full text research is divided into the following several parts:The first part is the introduction,the full text research background,research significance,research methods,research difficulties and research relevant premises are expounded,for the following research.The second part is theoretical research,to domestic and foreign research present situation,the market marketing theory,marketing connotation and the importance of the comb induction,provides a theoretical basis for study of the full text.The third part of wuxi rural commercial bank marketing is studied,summarizing its development characteristics,problems and causes.The fourth part from the top down to wuxi rural commercial bank macro environment,industry environment are analyzed,and determine its marketing environment there are both opportunities and challenges.Fifth part of the market segmentation,determine the target market and product positioning,according to the content related to the product,channel 4 p theory of wuxi rural commercial bank market marketing strategy,the optimization research.The sixth part puts forward thetraining marketing staff awareness,enhance employee execution,perfect appraisal mechanism safeguards.The seventh part is the research of full text,points out that the bank should insist on the service of small and medium-sized enterprises,the development of agriculture,rural areas and farmers,abandon the ranking of the thought,establish modern science and marketing.The final part of the full text conclusion.Through research,we can draw the following conclusions:First,through development of wuxi rural commercial bank,found that the existence of the product positioning fuzzy,product technology content is not high,loan and inadequate intermediate business development,marketing,single backward and imperfect performance evaluation.Through the analysis of the causes of the problems,and points out that the marketing concept behind,lack of market segmentation,the management system of execution are the three main causes.Second,based on the problems existing in the course of wuxi rural commercial bank marketing is analyzed.Both opportunities and challenges,and points out that the external environment factors on the existing market segment,can be divided into personal and corporate customers,and according to the market actual,proposed should provide various personalized products,microfinance financial services,consumer credit service characteristics,with innovation characteristics of intermediary business product positioning.Third,according to the 4 p theory proposed the business products and marketing channel strategy.Product strategy of electronic science and technology,the emphasis is on business around the customer demand design products,using the policy needs to grasp the market opportunity,actively developing agent products,actively expand lending channel construction,create differentiated products.Channel strategy focuses on optimization of distribution network and standardization of management,the implementation of the marketing channel management,intensify the building ofelectronic channels,to strengthen the channels of small and medium-sized customers,staff training to strengthen the construction of network channels,strengthen the channel management.Fourth,in order to ensure the implementation of the marketing planning scheme,is proposed in this paper to change the employee's marketing concept,improve the staff's execution,perfecting the incentive mechanism for examination and assessment of safeguards.According to the situation of the full text research,this article also put forward to achieve breakthrough in the development of bank marketing,should be firmly services three rural,small and medium-sized enterprise service market positioning and abandon the ranking of ideas,take the market as the guidance,through the information construction makes the hard power,learning organization construction to build soft power to build the marketing of modern science.