Study On Marketing Strategy Of Public Business Of Rural Commercial Banks In Anhui Province

As we all know,public business accounts for a large proportion of the business operated by commercial banks.It can be said that the development of public business has a great impact on commercial banks.As an important part of China's banking system,the vast number of agricultural and commercial banks are unable to compare with the traditional five banks and joint-stock banks in terms of scale,profitability and innovation ability because their orientation at the beginning of establishment is"facing agriculture,countryside and farmers".Therefore,in order to maintain their comparative advantages in the fierce market competition,the majority of agricultural and commercial banks must vigorously develop public business.So how to further improve the marketing ability of agricultural and commercial banks to public business has become the focus of bank management decision-makers.The research object of this paper is Anhui Rural Commercial Bank.Firstly,it gives a brief introduction to the public business of commercial banks,and sums up the famous theories of 4PS,4CS and 4RS in marketing.Then it analyses the external environment faced by the agricultural and commercial banks in the public business marketing in our province.On this basis,it explores the advantages and disadvantages of the agricultural and commercial banks in our province in the development of public business by SWOT analysis.The focus of this paper is to analyze the problems of Anhui rural commercial banks in public business marketing.Although various agricultural and commercial banks have made a lot of achievements in the marketing of public business at present,they have also exposed many problems,such as the one-sidedness of marketing concept and the lack of prominence of the characteristics of public products.In order to win more market share,these problems need to be solved urgently.Finally,in view of the above problems,combined with the relevant theories of marketing and the actual situation of various agricultural and commercial banks,the paper puts forward the strategies to enhance the marketing of public services of agricultural and commercial banks in our province from the aspects of products and channels,such as strengthening market segmentation,further changing marketing concepts,actively exploring Online marketing channels,etc.