Research On Marketing Strategy Of Convenient Service Station For Farmers' Of LY Branch Of H Bank

With the development of network technology,the direction of banking business and marketing channels have also changed dramatically.As a result,China's community banks have emerged under such conditions.Since Shanghai Rural Commercial Bank has proposed the first community bank in the field of rural commerce,the actual operation scale and speed are still not ideal.In order to solve the problems such like single features,hard maintenance of equipment,low utilization,risk control of older service site in rural area,LY Branch of H Bank innovated a totally new mode named service station for farmers in 2014,which made a a beneficial exploration on construction of community banks.During four years' practice,we found the marketing strategy with such mode had a lot deficiencies which were badly in need of changes.Based on the theoretical basis of marketing and combined tools,this paper explores how to improve the marketing strategy of service station for farmers of LY branch of H bank from five aspects.First,it classifies the domestic and foreign research results of marketing theory to lay the foundation of research on the marketing strategy of community bank with new business mode.Secondly,it introduces the general situation and business model of LY branch' service station for farmers and analyzes its marketing status and existing problems.Thirdly,based on porter's five forces model,this paper analyzes the competitors of service station for farmers,finds the advantages,disadvantages,opportunities and threats of the development of the service station,and lays a solid foundation for the marketing positioning.Fourthly,STP theory is used to determine the target market and market positioning of the service station for farmers,and finally gave the marketing strategy to promote the improvement of performance for service station.Finally,it is clear that the marketing strategy is only a factor to improve the performance of service station,so we final give some corresponding organizational guarantee advice to keep the implementation of the marketing strategy carrying out smoothly.Some conclusions are given after the research of this thesis:first,with rich financial resources and strong financial demand in township areas,the development of service station for farmers is indeed necessary,but the existed problems in products,pricing,channels and strategies are need to be solved urgently.Second,to solve the current marketing problems,it is necessary to distinguish the competitors,fully understand the internal and external opportunities and challenges,and on the basis of clear positioning which can efficiently solve the existing problems.Third,the improvement of performance is not an overnight issue,it still needs to be consolidated from several aspects,such as the construction of marketing team,internal control and external supervision.The contribution of this study lies in: firstly,analyze the marketing status from the perspective of community banks in township areas;secondly,study the marketing strategy of H bank service station for farmers of LY branch of H bank under the mutually beneficial co-construction operation mode of "bank + third-party enterprise".