The Research On Marketing Strategy Of Peixian Rural Commercial Bank

The world economy in the United States and Europe,driven by the weak recovery in developed countries,but still many variables.China's economic growth in 2015 "broke seven" reduced to 6.9%,the operating environment under the new situation of China's banking sector has undergone profound changes,the future will produce a corresponding change in trend.Meanwhile,the financial sector is also surging in 2015,the rapid development of Internet banking,Forced commercial bank reform from within.Under the new marketing environment,Peixian Rural Commercial Bank facing restructuring development.Therefore,this article attempts to researchrestructuring and development of Peixian Rural Commercial Bank conducted from the perspective of marketing,whichis to identify and solve the problems of the bank.In this paper,the theory of marketing theory framework based around marketing environment,SWOT analysis,4P marketing strategy theory STP theory and research to expand the core.First Peixian Rural Commercial Bank basic introduction,at the same time introduced the current situation and development trend of the banking Peixian Rural Commercial Bank is located,through questionnaires and interviews with employees to explain the current situation of Peixian Rural Commercial Bank marketing,summed up the Pei County Farmers Commercial Bank marketing problems.Then,combined with marketing environment and SWOT analysis theory,macro marketing environment Peixian Rural Commercial Bank and micro marketing environment for detailed analysis to identify opportunities for its existence,threats,strengths and weaknesses,and propose appropriate countermeasures.On this basis,the use of STP theory from a geographic region,customer type and business type three factors of the company's target market segmentation and positioning,product strategy and then from four aspects,price strategy,channel strategy,promotion strategy put forward specific s solution.Finally,in order to guarantee the smooth realization of the marketing strategy,the company proposed to optimize the organizational structure,strengthening human resources,and strengthening the building of enterprise culture and improve the implementation of the proposed risk management system.The research on marketing strategy of Peixian Rural Commercial Bank needs to be tested in practice,combined with organizational restructuring and optimization process of combing,improve human resource development,and risk system,the integration of a variety of resources and support each other.I hope this research can be the company's restructuring and development play a positive role,while other rural commercial banks play a reference.