Study On The Marketing Competitiveness Of Xingtai Rural Commercial Bank

In recent years,with the continuous development of China's financial system reform and the financial market,the competition between banks is becoming increasingly fierce.In addition,the rapid penetration of the Internet finance and Interest rate marketization make the bank deposit and loan spreads reduce.Thus China's commercial banks are facing great challenges in the development and management.Therefore,more and more bank managers gradually realize that the competitiveness has become the decisive factor in the operation and development of enterprises.They want to enhance their abilities in the competition by paying more attention to marketing methods.This paper is combined with my years of work experience in the Xingtai Rural Commercial Bank.Firstly,I did deep analysis on the marketing situation of Xingtai Rural Commercial Banks and found out the problems existing in the development.The problems are: the marketing concept is weak,the marketing methods are backward,the marketing personnel are not enough,the quality of workers is low;the marketing performance evaluation mechanism is not perfect;the financial products are not rich in variety;the sense of innovation is weak;the propaganda is not enough,the brand awareness is not enough.Secondly,I used the theory of marketing competitiveness to make a comprehensive study on the advantages and disadvantages of the internal and external environment,the competitive advantage and the development opportunities and threats of Xingtai Rural Commercial Banks by SWOT analysis.Finally,According to the characteristics of Xingtai Rural Commercial Bank itself and the actual situation,I put forward some specific countermeasures to improve the marketing competitiveness of Xingtai Rural Commercial Banks in the new situation.We should promote the conversion and position of the role,cultivate an excellent team,advocate civilized service quality,steadily promote the network transformation,improve the network efficiency,develop electronic banking actively,improve product innovation,use the Internet thinking,promote the diversification of marketing,continue to expand customer base and focus on the group,improve the rate of marketing for customers,improve product differentiation,implement customer segmentation marketing,strengthen the service fine,put forward the corresponding security measures to improve customers' satisfaction.The research of this paper is of great significance to the promotion of the overall competitiveness and sustainable development of agricultural firms.