Research On Marketing Strategy Of Rural Inclusive Financial Services Of Jilin Changfa Financial &Investment Co.,LTD.

From the third plenary session of the 18 th CPC central committee to the release of the central document of 2018,the key word of inclusive finance appears in government documents more frequently.Jilin province as a major agricultural development province,it has the pivotal status in the national,and its rural finance development is extremely important.At the end of 2015,the experimental area of rural financial reform in Jilin province was established.Guided by national policies and market trends,Jilin Changfa Financial&Investment Co.,LTD.which set up not long ago begin to test the rural financial market in the role of rural financial provider.After more than two years of exploration and research,the path of rural inclusive finance has finally begun to take shape.This article takes rural inclusive financial services of Jilin Changfa Financial&Investment as the study subject,through SWOT analysis,using theories such as strategy management,marketing management,etc.to analyze the current marketing status of the rural inclusive financial services of Jilin Changfa Financial &Investment in order to develop a feasible marketing strategy for Changfa Financial &Investment.Firstly,this article analyses the macro-environment and micro-environment of the rural inclusive financial services of Jilin Changfa Financial &Investment,and then conducts a SWOT analysis on this.From macro-environment view point,on the policy level,the development of rural inclusive finance is approaching the policy dividend period;on the economic level,the demand of rural financial market is huge and the market space is vast;the development of rural finance on the cultural level is different from that of the city;technical innovation provides more possibilities for the further development of inclusive finance.From micro-environment view point,the company is currently in the market development period,has rich business experience,also faces competition from traditional financial institutions,Internet giants based on e-commerce platforms,traditional agriculture service providers based on supply chains,and rural financialservice providers based on vertical scenes.Secondly,this article segments the target markets based on different service area and target customer group,and then detailed selects and positions the target markets.Aiming at the traditional farmers,new agricultural business entity and the high quality small and medium-sized agricultural enterprises in Jilin province,making different market expansion plans.Thirdly,this article uses the 7Ps theory to design marketing strategy of Jilin Changfa Financial &Investment.In addition,this article designs marketing support measures for Jilin Changfa Financial&Investment in terms of policy,corporate culture,resources,business and talent accumulation.This article will be helpful for Jilin Changfa Financial &Investment to take a lead in the industry in Jilin province,improve market share,increase profitability and strengthen consumers' brand loyalty,and hoping that it can provide useful reference for the marketing promotion of similar business in Jilin province.