Research On Marketing Strategy Of Credit Business In Jinan Rural Commercial Bank

With the continuous opening of China's financial market and the progressive development of financial reform,a competitive banking system is emerging.As the main force of rural finance,rural commercial Banks must establish marketing strategies in line with the modern market to gain a firm foothold in the fierce market competition.However,the marketing of rural commercial Banks in China,especially the loan marketing,is still at a low level and the new situation forces the rural commercial Banks to accelerate the construction of the loan marketing system.It is an important issue for rural commercial Banks to make good loan business marketing,improve the quality of loan service,promote various business development and enhance their competitiveness.In view of this,this article takes Jinan City rural commercial bank loan business as the research object,using modern service marketing theory-"7ps" marketing theory,using PEST analysis model and SWOT analysis model,on the basis of investigation and research,in combination with the practical operating situation of Jinan City rural commercial bank,a detailed analysis of Jinan City rural commercial bank loan market facing the macro and micro environment,and carry on accurate market positioning,to develop a challenging and practical marketing strategy goal.In this paper,and the thorough analysis of Jinan City rural commercial bank loan marketing strategy should be adopted:product strategy,price strategy,channel strategy,promotion strategy,personnel strategy,process strategy and display strategy.Finally,based on the above strategy,the paper expounds the four measures of loan marketing security:human resources safeguard measures,enterprise culture,science and technology security measures and safeguards financial innovation safeguard measures,to improve the rural commercial bank loan marketing system of Jinan City.