Research On Marketing Strategy Of Farm Household Loan Business In JX Rural Commercial Bank

In recent years,with the deepening of China's financial system reform and the further development of the rural economy,agriculture-related financial institutions have a broader development prospects,but also faced with the pressure and challenges from the internal and external environment of financial markets.It is not only including the industry competition from the small and medium-sized commercial banks,but also to deal with the impact of the private non-financial institutions.Different from the joint-stock commercial banks have a greater advantage in the financial product innovation,business marketing expansion,market risk response and other aspects,agricultural-related financial institutions still have many problems and shortcomings in these links,which led to its limited ability and level to participate in market competition at a certain extent.Based on this development environment,this paper takes JX Rural Commercial Bank as the research object to explore and study the marketing strategy of its farmers' loan business,which not only can help to enhance the market competitiveness and promote the sustainable development,but also have a positive and important practical significance for other agricultural-related financial institutions to study how to better carry out the farmer loan business marketing.This paper mainly analyzes and discusses the farmers' loan business of JX Rural Commercial Bank by using modern marketing theory.On the basis of analyzing the current situation of farmers' loan business marketing,this paper will deeply explore the problems existing in this process,discuss the necessity of implement farmers' loan business marketing improvement,analyze the internal and external environment by using the market analysis and selection theory,and apply STP theory and 4P theory to develop the specific implementation strategy of farmers' loan business marketing improvement.This paper will put forward the safeguard measures from the angle of human resources,enterprise culture and science and technology so as to ensure that the marketing improvement of farmers'loan business to implement.In this paper,we use the method of literature induction and investigation to study and analyze the farmers' loan business marketing of JX Rural Commercial Bank in detail,so as to provide some help for the next step to better carry out the farmers' loan business marketing,and provide some reference for other financial institutions to carry out this.research at the same time.