The Study On The Improvement Of Farmer Production And Operation Loan Marketing Strategy In C Rural Commercial Bank Branch

Together with the development of socialist market economy,the Chinese government makes great efforts to push forward rural industrialization reformation,cultivate new-type rural operation subjects,promote new rural construction,and increase farmers' income.Under such context,Rural Credit Cooperative and Rural Commercial Bank should pertinently formulate marketing strategy so as to meet the financial demands of rural production and operation in the new circumstance.As the product of the reformation of Rural Credit Cooperative,Rural Commercial Bank belongs to the medium and small local financial institution in service of the settlement of “three agricultural issue”.In comparison with commercial banks,Rural Commercial Bank has a lower marketing and management level and lacks pertinent and scientific marketing strategy for the target group.Under the dual pressures from growing market competition and increasing financial demands of farmers,how to enhance the market competitiveness of prime business products,improve marketing strategies and get over development bottleneck has become an important research topic of the Rural Commercial Bank.Taking the farmer production and operation loan marketing in C Rural Commercial Bank Branch as the research object,this thesis adopts analytic instruments including “PEST”,“SWOT” and “STP” and theoretical model represented by “7Ps” to analyze the problems existing in farmer production and operation marketing in C Rural Commercial Bank Branch in combination with field investigation and interview and raises corresponding improvement strategies and assurance measures.The thesis draws the conclusion that Rural Commercial Bank should optimize product design,increase added value,design scientific and reasonable pricing mechanism,build Internet marketing channel and intensify promotion measures.At the same time,in order to further elevate the market competitiveness and solve marketing problems,it is also important to enhance team building and employee training,design service process,and improve facility environment.This thesis takes the C Rural Commercial Bank Branch as the study case and observes the marketing strategy problems and corresponding optimization measures.As a result,this thesis has certain referential value for similar Rural Commercial Banks and Rural Credit Cooperatives in the transformation stage concerning the adjustment and optimization of product marketing strategy.