Study On The Marketing Strategies Of The Peng'an Branch Of Agricultural Bank Of China In Rural Financial Services

For a long time,the government has made concrete arrangements for rural works and rural financial services from a strategic perspective and has made active explorations to achieve outstanding results,which has gradually formed a rural financial system with acertain scale that suits the development of rural economy.However,there are also outstanding contradictions and problems in the current rural financial reform.The incompleteness of the financial infrastructure,the extremely unevennss of the economic development in urban and rural areas,the seriously inadequacy of the financial innovation and the enormous potential risks are such obvious contradictions and problems in rural financial services.As a result,rural areas have become a weak link in financial services,which constrains the construction of the financial system to a certain extent and impedes China's process of resolving rural issues.Therefore,by analyzing the current status and problems of China's rural financial services,it is to be found that dealing with rural financial services in the issues relating to agriculture,rural areas and peasants is of particular important significance and effectiveness.This paper regards the Peng'an Branch of Agricultural Bank of China 's serving rural finance as the research object.It adopts interviews,field researches and other methods to expound the necessity of strengthening rural financial services on the basis of relevant theories of rural financial services.It summ arizes the basic situation of the Peng'an Branch of Agricultural Bank of China and analyzes the current situation and problems of rural financial services in Peng'an County as well as the subjective and object ivereasons.Thus,it proposes some targeted measures about the Peng'an Branch in rural financial services.Through analyzing,the author has reached some conclusions as follows:(1)In order to solve the current mismatch between supply and demand in rural financial services,it is necessary to strengthen supply-side structural reform,to improve the quality of rural financial services,to increase capital investment in rural areas and to maximize the funding needs of rural are as so as to promote the economic development of rural areas.(2)In response to the problems confronting therural financial services in Peng'an County,the Peng'an Branch of Agricultural Bank of China must transform its business ideas,rebuild its organizational structure,innovate its service patterns,continuously optimize its credit process,and utilizes its outstanding advantages such as financial strength,talents team,technology networks and business outlets so as to improve the local rural financial services.(3)In marketing strategies,various business activities should becarried out in a planned manner from product strategies,service strategies,pricing strategies,channel strategies,promotion strategies and risk sharing strategies.Specifically speaking,it is necessary to integrate the rural characteristics into all aspects of product design and promotion;it is necessary to innovate financial service methods and to implement differentiated pricing strategies;it is necessary to implement network transformation,to enhance customer experiences and to broaden channels so as to improve the rural financial environment;it is necessary to strengthen branding,financial knowledge and specialty products in order to increase the influence of Agricultural Bank of China on the local market through promotion;it is necessary to innovate security methods,to strengthen multi-party cooperation and to promote policy-based insurance pilots so as to enhance risk prevention capabilities.