Research On The Marketing Strategy Of K Rural Credit Cooperatives From The Perspective Of Inclusive Finance

Since 2014,China's economic development has entered a new normal and its economic growth has slowed down.Influenced by the economic downturn,the promotion of interest rate liberalization,the rapid development of Internet finance and the increasingly fierce competition among peers,the traditional marketing concepts and business models of rural credit cooperatives have been greatly challenged.On the one hand,with the development of county economy,the improvement of urbanization level,a lot of the main site layout of urban areas,rural credit cooperatives to service " the 80/20 rule " 20% of large and medium-sized enterprises,in the middle and high income people,aggressive expansion,thus facing business shrinking,spreads,non-performing loans problem such as pressure,many index hit a red line regulation;On the other hand,the basic financial service needs of special groups such as small and micro enterprises,farmers,urban low-income groups,poor groups,the disabled and the elderly,which are the key service objects of inclusive finance,cannot be effectively met,or even excluded from the modern financial service system.This paper takes the rural credit cooperative association of K in the west of Inner Mongolia as a case study.From the perspective of inclusive finance,this paper is based on the marketing theory and draws lessons from prahalad's pyramid bottom market theory.First of all,the rural credit cooperative association of K profiles detailed introduction,through a large amount of data,the deposit and lending business,intermediary business,electronic bank analysis of the present situation and problems of the main business marketing,and points out the target market is not clear,there exist deviations in market positioning,business model innovation is insufficient,distribution channel not free,low interest rate pricing power problem;Second,using PEST and SWOT analysis of rural credit cooperative association K market environment,specify its own strengths and weaknesses,external opportunities and threats,and conclude that K rural credit cooperative association should be in the country to promote pratt &whitney financial background,implement the strategy of rejuvenating the country,make full use of the government's policy support,take the customer as the center,play to the coverage of network resources,the advantages of the local network,flexible management,overcome the single,backward technology products and services and other weaknesses.Thirdly,the target market selection and market positioning of K rural credit cooperative association were conducted by using the STP theory,and the market positioning of "poor" bank was given by paying attention to the people at the bottom of the pyramid in addition to the establishment of "supporting agriculture" Banks,"supporting small" Banks and community Banks.Finally,using the theory of 7P's marketing mix,set product development,strengthen the brand construction,rational layout of physical network,develop the electronic marketing channels,Promote digital inclusive finance,improve the interest rate pricing mechanism,enriching the content of marketing,have type display,process management,and other specific marketing strategy,put forward changing the concept of marketing,improve the level of risk control,development of financial technology,perfect the safeguard measures of performance appraisal.It is hoped that the research results of this paper can serve as a reference for some rural financial institutions similar to K rural credit cooperative association in terms of market positioning and marketing strategies under the background of The Times when the country is promoting inclusive finance and implementing the strategy of rural revitalization.