Research On Marketing Strategies Tand Tactics Of Tuoli Rural Credit Union

China is in the environment of "three-phase superposition" under the new normal of economy.Considering the rising of Internet finance,financial disintermediation gradually permeating into the field of payment settlement and capital financing,the golden development period of the whole banking industry will no longer be appeared.The whole banking industry is facing unprecedented huge challenges.In this regard,various banking institutions have also taken measures to cope with it,hoping to increase marketing efforts through suitable target markets selection and market segmentation.At the same time,with the country's attention to the issues of agriculture,rural areas and farmers,the financial sector has developed rapidly.However,China's large number of agricultural population still has great potential demand,and there is a big gap in the field of "agriculture,rural areas and farmers".As a typical financial institution devoting itself to the field of "agriculture,rural areas and farmers" for a long time,Rural credit union has accumulated many experiences in practice and obtained certain achievements,but in the face of environment change and the other banking institutions involved in the field of "agriculture,rural areas and farmers",there are also many problems in rural credit union.They need to analyze marketing environment carefully and put forward the corresponding marketing strategy and tactics to provide guidance and reference for the development of their future.This paper selects Tuoli Rural Credit Union as the research object.Firstly,it sunmmarizes and elaborates the marketing theories that may be involved through referring to relevant literature.Secondly,it analyzes the marketing environment of Tuoli Rural Credit Union through investigation.Specifically,the macro environment is analyzed from four aspects:political and legal environment,economic environment,social and cultural environment and technical environment.The micro environment is analyzed from three aspects:the operating status,competitors and customers of Tuoli Rural Credit Union.On this basis,it uses SWOT analysis to summarize the advantages,disadvantages,opportunities and threats that Tuoli Rural Credit Union is facing,and points out the existing problems of Tuoli Rural Credit Union in marketing.Then it analyzes Tuoli Rural Credit Union's marketing strategy thoroughly by using the theory of STP.According to the geographical location and nature of customer,it divides the customer market to the rural individual markets(pure farmers and herdsmen,part-time farmers and herdsmen,industrial farmers and herdsmen,commercial farmers and herdsmen),the rural enterprises market(agricultural enterprises and non-agricultural production),the urban individual market(civil servants,employees and others)and urban enterprises market(large and medium-sized and small enterprises).It selects the target market to serve the market of agriculture,rural areas and farmers mainly,small enterprises and personal consumption as a supplement.Then,it uses the marketing theory of 4Ps to analyze and develop the differentiated marketing tactics of Tuoli Rural Credit Union,including product tactics,price tactics,channel tactics and promotion tactics.Finally,it points out to make supporting measures from various aspects to ensure the implementation of the marketing strategy and tactics of Tuoli Rural Credit Union smoothly.It guides staff to set up the scientific and innovative marketing idea from conceptual supporting measures.It promotes the organizational business process reengineering,and the internal control from organizational supporting measures.It optimizes allocation of human resources,improves the professional backup talent and strengthens staff training from personal supporting measures.It enhances investment in information technology and strengthens marketing management by big data from technical supporting measures.It strengthens the team,integrity and innovation culture construction from cultural supporting measures.In the research process,this paper focuses on the combination of theory with practice,and applies the marketing theory to study the operation status and market environment of Tuoli Rural Credit Union.It particularly emphasizes the importance of customer credit.It is necessary to strengthen the construction of credit engineering,capitalize credit to solve the problem of farmers,small and micro enterprises' loan difficulties better.