Research On Personal Loan Marketing Strategy Of Shihezi Xinjiang Rural Cooperative Bank

Xinjiang Shihezi rural cooperative bank is a local small and medium-sized banks,in Shihezi in October 008 by the restructuring of rural credit cooperatives established.In recent years,Shihezi rural cooperative bank system reform has achieved initial success,the rapid development of the business,financial strength,social awareness and social identity are greatly improved.The Shihezi rural cooperative bank source in the local service to local service to agriculture,mainly serving small and medium-sized enterprises,individual industrial and commercial households,city residents and rural residents and other groups,with local characteristics.Due to historical reasons,the natural Shihezi rural cooperative bank's assets are small,disposable resources The limited operating norms is poor,in which there are many aspects of business development are limited,such as network settings,new business development.It is because of these restrictions,leading to the current competitiveness of Shihezi rural cooperative bank is generally not high,in the increasingly fierce competition,the speed of development,the traditional marketing means Shihezi rural cooperative bank has not complied with the industry therefore,designing a Shihezi rural cooperative bank characteristics and suitable for the development of the marketing strategy is imperative,the only way to demonstrate their own characteristics,play to their strengths and weaknesses,improve their overall competitiveness.Although,in silver In the industry of loan marketing successful bank is not a few,but because of the Shihezi rural cooperative bank system,the specific circumstances and other factors are different from other commercial banks,and the market environment,financial environment is not the same,so for Shihezi rural cooperative banks,the doctrine is certainly not feasible.This paper first introduces the research background,research purpose and significance,research status at home and abroad,research methods,research content analysis,and illustrates the realistic significance of the research of the dissertation writing theory,finally introduces the research methods and research contents.Secondly,personal loans and related marketing theory explains the current situation of individual banks.Shihezi rural cooperative bank loan analysis,performance on the Shihezi rural cooperative bank and its assets scale,development planning,introduction,organization structure and marketing channels of personal loan business in the introduction of the personal credit business of Shihezi rural cooperative banks,using the SWOT analysis method For analysis,found the personal loan marketing problems,analyze the reasons the problem.Finally,the analysis of Shihezi rural cooperative bank's internal and external environment,develop appropriate market positioning strategy and marketing strategy,personal loans for the Shihezi rural cooperative bank marketing strategy proposed measures and protection.