Research On Marketing Strategy Of Policy-based Medium And Long-term Loans Of NF Bank Shandong Branch

NF bank Shandong branch is the provincial branch of the only agricultural policy-oriented financial institution in China.It has 17 secondary branches and 107 county-level branches,with a loan balance of over 200 billion yuan.With the gradual promotion of grain market-oriented reform,the strict regulation and the rectification of implicit debts of local governments,the inherent market environment of Policy-based medium and long-term loans has changed.The old way of relying on policy promotion and personnel promotion has been difficult to sustain,and its inherent weakness in marketing,so it is necessary to find a way that meets its own business development needs.Locate the road of marketing.This paper uses literature research,comparative research and survey research methods to study the policy-based medium and long-term loan business of NF Bank Shandong Branch.Firstly,it introduces the problems existing in the marketing activities of the bank,and then uses PEST and Porter's five-force model in modern management to branch and summarize the internal and external marketing environment facing the bank,and then gets the appropriate development strategy through SWOT model,and uses STP theory to subdivide and locate the market at the business level,and then uses 6P theory to focus on the analysis of marketing mix policy.Briefly,the paper puts forward marketing strategies and suggestions that are in line with the actual development of its policy-oriented medium-and long-term loan business and are conducive to supporting the construction of "new countryside",so as to make it more suitable for the needs of serving the policy orientation of "agriculture,countryside and farmers".At the same time,in order to ensure the effective implementation of marketing strategy,the corresponding safeguard measures are studied and put forward.Through the paper,NF bank Shandong branch should continue to adhere to the policy-oriented financial positioning,seize the internal advantages and external opportunities,vigorously explore and innovate,focusing on serving the maintenance of national food security,fighting poverty,implementing the strategy of rural revitalization,promoting agricultural and rural modernization,improving rural infrastructure construction and other areas to increase investment,giving full play to the role of the main body and backbone.Set up "Gold Sign".In view of the positioning characteristics of competitors in the same industry and the advantages of products,the marketing strategy of combining differentiation and centralization is adopted.At the same time,we should promote the transformation from product-centered to customer-centered,adhere to customer orientation,adjust credit products adaptively according to the characteristics of customers needs,adhere to the principle of "maintaining capital and making small profits",keep abreast of market changes,formulate different pricing strategies and methods according to different market segments,rationalize institutional settings,highlight the advantages of short channels,and strengthen the government,bank,insurance,bank and bank-based,etc.Banks and banks cooperate to expand the channel width;actively carry out personnel marketing,advertising promotion,business promotion meetings,preferential promotion and other forms of promotional means;correctly handle the relationship with the public,create a favorable marketing environment,establish a good image,attach importance to political rights strategy,shape the image of "government bank" establish policy research centers,establish long-term marketing mechanism,and win the government.Government and customers trust and support.There are two main innovations in this paper.One is in research perspective.Focusing on the marketing of policy banks,this paper takes Shandong Branch of NF Bank as a specific case on the basis of in-depth study of current marketing theory of commercial banks,and based on relevant theories of management and marketing,analyses the business marketing environment,and draws marketing strategies suitable for policy banks and policy-based medium and long-term loans.Another is marketing strategy innovation.Because NF bank belongs to policy-oriented financial institutions,this paper uses 6P marketing theory to add "public relations" and "political rights",which is more suitable for its policy orientation.