Research On The Marketing Strategy Of Financial Products Of Sanmen Rural Commercial Bank

The rural commercial banks are the local financial institutions after the restructuring of the credit cooperatives and the core force of our financial system.With the accelerated process of urbanization in China,the market of rural commercial banks is facing further expansion,and the potential of the customers is further promoted.The increase of savings deposits has greatly promoted the demand for personal financial services,and the personal financial business has great potential for development,and the personal financial products with bank as the issuer become more and more trusted by consumers.Although there is no essential difference between the financial services of the rural commercial banks and other banks in the operation characteristics and management system,the financial strength is in a relatively weak position.Under this background,based on the comprehensive use of the 7PS marketing combination strategy and the 7P theory of banking marketing,the main theoretical basis is the customer value theory,the marketing theory of financial products and the theory of network marketing on the basis of the three agricultural commercial banks’ financial business as the main research object,and the three of the theoretical basis is the customer value theory,the financial product marketing theory and the network marketing theory.In the process of analysis,in the process of the analysis,it combines the advantages of the three farm commercial bank and the personal financial sales department,and uses questionnaires and field interviews to understand the marketing status of the banking banking business of the three farmers.On this basis,the advantages,disadvantages,opportunities and challenges of three agricultural business bank’s financial management businesses are comprehensively analyzed by PEST analysis tools and SWOT analysis.Through the analysis,it is found that there are some problems in the process of personal financing business of the three agricultural commercial banks,such as single marketing channels,poor products,imperfect pricing,imperfect promotion and so on.On this basis,based on the market positioning,marketing plan design to build three marketing strategies for the financial business of agricultural commercial banks,in order to do useful thinking for the same kind of agricultural commercial bank personal financial business marketing strategy.