Research On Marketing Strategy Of Xiajiang Rural Commercial Bank

In the context of the changing international financial situation and the accelerating domestic financial reform,the development of domestic commercial Banks must also face fierce market competition.In particular,it is necessary to strengthen the improvement of its marketing ability and actively implement marketing strategies,so as to ensure that commercial Banks can obtain sufficient market share and improve their market profits.Judging from the operation of bank financial market in jiangxi province in recent years,in addition to the traditional four major commercial Banks,foreign-funded Banks and other large national commercial Banks such as China merchants bank,there are also local commercial Banks such as Jiangxi bank,jiujiang bank and shangrao bank to participate in the competition in the banking market.Under such a market environment,the current operating situation of Xiajiang Rural Commercial Bank in jiangxi province is quite serious.From the perspective of the current operating situation of Xiajiang Rural Commercial Bank of jiangxi,its main business is to provide relevant financial services for agriculture,rural areas and farmers in the region,which makes it have a strong competitive advantage in rural areas.However,with the continuous progress of jiangxi commercial bank market reform,many large commercial Banks have also begun to strengthen the expansion of financial business in rural areas and strive to develop rural financial banking services aimed at serving agriculture,rural areas and farmers.Xiajiang Rural Commercial Bank of jiangxi must actively strengthen the development of marketing,strive to learn from the excellent reform experience at home and abroad,on this basis,constantly improve their own bank marketing strategy system,and launch marketing strategies in line with the new situation of rural economic reform.From the current marketing situation of Xiajiang Rural Commercial Bank,though it has been set up with product strategy,pricing strategy,marketing channel strategy,promotion strategy for the integration of marketing strategy system,but from the current Xiajiang Rural Commercial Bank market marketing environment,it faces the competition situation or other commercial Banks is very fierce.Therefore,it is very important to draw lessons from the marketing experience of other commercial Banks and put forward marketing strategies to adapt to their development.The main content of this paper is roughly divided into the following eight parts: the first part is the introduction,including the purpose and significance of the topic selection,the research status,the study of the crime and content,innovation and deficiencies;The second part is the theoretical basis;It mainly includes the concept of bank marketing strategy and relevant basic theories of marketing.The third part is the marketing environment analysis of Jiangxi Xiajiang Rural Commercial Bank,mainly marketing environment analysis and SWOT analysis of Xiajiang Rural Commercial Bank.The fourth part is STP analysis of Jiangxi Xiajiang Rural Commercial Bank.The fifth part is for reference.The sixth part is the marketing strategy analysis of Xiajiang Rural Commercial Bank,including product strategy,pricing strategy,marketing channel strategy,promotion strategy,people strategy,process strategy,physical evidence strategy,physical evidence strategy.The seventh part is divided into strengthening the guarantee measures of Jiangxi Xiajiang Rural Commercial Bank marketing strategy,including improving the marketing concept,improving the bank marketing talent team,improving the organizational structure of the bank marketing,improving the technical level of the bank marketing management,strengthening the system construction of bank marketing culture and constructing a perfect marketing service system;The eighth part is summarizes the whole paper.