| XinZhou Rural Credit Union is the only collective rural cooperative financial institution in the new China.It is managed by the provincial government and has a network covering every township in the country.Because of the historical and institutional reasons,the XinZhou Rural Credit Union is lagging behind in science and technology,the shortage of professional talent,the weak marketing concept and the traditional stereotypes of market segmentation,which make the market expansion difficult.Under the background of "Internet + finance",the big data age based on IT and the big finance era have come across the board.Although it is hard to shake the position of XinZhou Rural Credit Union in the local finance industry in the short term,it will eventually face many difficulties if it is not actively integrated into the wave of Internet finance.In order to keep the border wide and improve the ability of the market to obtain customers,XinZhou Rural Credit Union trust must boldly and actively combine the Internet to optimize and upgrade the traditional market segmentation.Based on the marketing theory,market segmentation theory,consumer psychology theory and strategy management theory,combined with the Porter Five Force Model and the Swot analysis tool,this paper analyses the market segmentation of XinZhou Rural Credit Union,and finally,under the guidance of SWOT marketing strategy,combines Internet +.This paper puts forward the optimization and upgrading strategies of six market segments: Community market,Scene market,alliance market,O2 O e-commerce market,Capital market and Supply chain financial market.The focus of this paper is to analyze the macro environment,industrial ability,resource environment and SWOT,and to define the market positioning of XinZhou Rural Credit Union.The difficulty and innovation point lies in combining with the new technology,new media,new ideas and other characteristics of the era in the context of "Internet +",studying and designing the market segmentation and optimization strategy of XinZhou Rural Credit Union,and proposing the market segmentation strategy that is different from other banks in the context of "Internet +”.This paper puts forward six market segmentation strategies for XinZhou Rural Credit Union.According to the growth strategy(S-O),XinZhou Rural Credit Union should take "community market" as the grasp,play the unique regional,network and customer advantages of XinZhou Rural Credit Union,actively meet the financial needs of individual customers and vigorously develop retail business.On the other hand,we should seize the important historical opportunity of "13th Five-Year",increase the financial supply of small and micro,"three rural",innovation,entrepreneurship and other key areas,and actively build the "Scene market".According to the diversification strategy(S-T),the XinZhou Rural Credit Union should actively enter into the current situation of interest rate marketization and the new normal economy.In the capital market of the banking industry,the investment and financing channels are further widened to promote the diversification,benefit and intensive development of the capital market.According to the torsional strategy(W-O),Xinzhou rural credit cooperatives should seize the historical opportunity of the transformation and upgrade of China’s industrial structure,make a scientific market segmentation strategy,and create a characteristic supply.According to the defense oriented strategy(W-T),the Xinzhou rural credit cooperatives,according to the defense oriented strategy(W-T),should seek the alliance of the same industry boldly and broaden the alliance market of the Xinzhouagricultural credit cooperatives.The six market segmentation strategies have a certain reference value to solve the current market development problems faced by Xinzhou rural credit cooperatives.At the same time,it also provides valuable theoretical reference for the marketing and expansion of China’s rural credit cooperatives market. |
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