Research On The Marketing Strategy Of Personal Loan Business Of Jiuquan Rural Commercial Bank

With the development of economy and social progress,the state is vigorously promoting and supporting entrepreneurship,let the financial services of the real economy,the local government also advocated and encouraged at home employment,and the introduction of the relevant loan policy.As Jiuquan rural commercial bank,local commercial banks to actively respond to the government's call,take this opportunity to launch a series of credit products,to promote the development of local economy has played a great role.But with a large number of rural population transfer to the city,rural surplus labor is less and less,slow development of the rural economy,personal loans banks have also been implicated,resulting in decreased the size of the loan,the loan quality is not high,the rate of bad loans increased year by year.How to promote the personal loan business of rural marketing,improve the scale and quality of loans,to mobilize the enthusiasm of farmers,play geographical advantages and the role of loan,promote local economic development,to better serve the "three rural",the aim of this article is to make contribution to the construction of new countryside.This paper takes the rural personal loans Jiuquan rural commercial bank marketing as the research object,mainly divided into six parts.Firstly,the research background,purpose and significance,research framework,research status at home and abroad;secondly,briefly on personal loans related theories are summarized;then in the third part,using the PEST analysis of Jiuquan rural commercial personal loan business marketing environment analysis and SWOT analysis,clarify the marketing situation of the personal loan business.And find out the main problems existing in personal loan business marketing;the fourth part uses the STP theory for market segmentation and positioning of personal loan business;the fifth part uses the 7PS theory gives the marketing strategy of Jiuquan rural commercial bank personal loan business in rural areas;the sixth part is the implementation of the protection of personal loan business marketing,mainly from the four aspects of philosophy,organization,performance,risk prevention and control are described.The relevant theories used in this paper are combined with practical cases.This paper takes Jiuquan rural commercial bank as the research object,the application of marketing,management and economics knowledge to analyze the research object,and then draw the relevant strategies of rural personal loan business marketing,through the operation of the strategy used to check the feasibility in practical work.Based on rural shrinking personal loan business of Jiuquan rural commercial bank,decline in loan size and quality,to study the problem of rising nonperforming loan ratio,the application method of the combination of theory and practice,from the bank,the clientmanager and farmers in three aspects of the investigation,induction and analysis,find out the internal and external factors that affect rural personal loans.Draw the following conclusions:(1)to ensure that the rural personal loans Jiuquan rural commercial bank marketing,improve the scale and quality,we should proceed from the system,scientific and reasonable to develop a series of personal loans in the system,to ensure that every customer manager can act according to the rules and regulations,improve the efficiency of loan do;secondly,should establish a customer manager at the operational level training mechanism,through the N+1mode,to ensure the continuity of customer managers;finally,including some hardware and software upgrades and replacement,to ensure the smooth development of rural personal loan business.(2)learn to use the relevant theories of marketing to guide practice.In this paper,through the analysis of the status of rural personal loans Jiuquan rural commercial bank and the existing problems,and gives corresponding solutions,such as 7PS,marketing strategy,and with related marketing implementation.(3)rural personal loan marketing is not easy,need to pay attention to every employee from the thought,especially the branch president and the manager's eyes only stay in the share of deposits and loans,we must learn to use scientific methods to guide their work,promote rural personal loansAt the same time,these countermeasures and suggestions are applied to the actual work to test and analyze the feasibility.Through theory Practice theory,find a can really improve the rural personal loan business scale and quality solutions,to provide theoretical guidance for the development of rural personal loan business of Jiuquan rural commercial bank,and also provide a reference for the development of personal loans to other rural financial institutions.This study for the Jiuquan rural commercial bank and other rural financial institutions recognize personal loan marketing,development and implementation of scientific marketing strategies,has important significance to improve the scale and quality of rural personal loans.I hope to provide some reference for the marketing of rural personal loan business.