Research On The Marketing Strategy Of Personal Consumption Loans Of X Rural Credit Cooperative In Kunming

With the constant adjustment of Chinese economic structure,it's increasing obviously that the consumption has an expansionary effect on the economic development.The development of consumption credit can not only increase the demand for consumer goods and promote the improvement of the life quality of individuals and families,but also stimulate the economy and drive economic growth.In the bank's perspctive,with the continuous development of interest rate marketization,the profit space of traditional business is narrower and narrower,especially for the profit space of large corporate credits,and the bad rate rises,which require that banks optimize the business structure and look for a new growth point.The characteristics of personal consumption loan business make it become one of the core services during the transition period from commercial banks to retail banks.The proportion of businesses in financial organizations such as banks has become increasingly prominent and must be viewed from a strategic perspective.In particular,in the face of homogenized competitive products,it is even more important to pay attention to them from a strategic point of view when marketing.In recent years,with the aggravation of horizontal competition,rural credit cooperatives are going through constant reforms and innovation to cope with competition,and the transition to retail banks has become one of the strategic goals of the rural credit reform and development.Thus the marketing of personal consumption loans also plays a vital role in the transition and development of rural credit cooperatives.This paper takes X Rural Credit Cooperative in Kunming as a research object,embroiders on the marketing strategy of X Rural Credit Cooperative's personal consumption loan business,applies theories about the marketing strategy and bank service.uses methods such as literature research,investigation,quantitative research,aims at the current marketing situation of the personal consumption loan business of X Rural Credit Cooperative in Kuming,and has a general research.This paper analyzes the advantages,disadvantages,opportunities and challenges of X Rural Credit Cooperative by SWOT analysis.At the same time,it makes a detailed analysis of the macro and competition environment faced by X Rural Credit Cooperative by PEST analysis.On this basis,the paper designs the marketing strategy of the personal consumption loan business of X Rural Credit Cooperative by 7PS marketing theory,and discusses the combination design of marketing strategy and related safeguard measures.The innovation of this paper is grounded on customer services,to do a systematic research on the marketing strategy of the individual consumption loan of X Rural Credit Cooperative in Kunming and to construct the strategy system of marketing combination.