Marketing Strategy Research Of The Benefit Farming Loan Offered By Z Rural Commercial Bank

Agriculture,a relative pool industry,has always had problems in financing.Shortage of funds restricts its development.To put the rural revitalization strategy into force and build a moderately well-off society in an all-round way,it is meaningful to increase bank loans for agriculture,farmer,countryside policy,meaning a commitment to agriculture,rural areas and peasants.Therefore,the local government of N city,together with Z rural commercial bank,offers a new benefit farming loan,hoping to help the development of agriculture,farmer,countryside policy.Based on this and hands-on working experience,the writer is going to give a comprehensive and detailed analyze focusing on the marketing strategy of the benefit farming loan of the bank.The purpose of the paper is to find out the problems emerged during the marketing of the product Benefit Farming Loan launched by Z Rural Commercial Bank.The paper also analy-zes the reason why the product is not popular on the market and then designs a feasible marketing strategy.The paper first introduced the background,purpose and significance of the research and then 4P marketing theories,4C marketing theories and relevant financial marketing theories;secondly the financial marketing theory and finally the research results of experts from home and abroad.The writer analyzes the marketing environment from different dimensions like political policies,economic position,social development,technical support and intratype competition,gives a comprehensive assessment of the new loan and finally states the current situation and the problems during the marketing process.The writer explains the causes from different aspects such as,marketing concept,incentive mechanism,marketing ability,market positioning and designs a feasible marketing strategy from four aspects,according to the internal marketing policy of the bank,the current market positioning condition,4P and 4C marketing theories.To achieve the research object,the writer also states measures of ensuring a smooth implementation of the strategy mentioned above,which in detail includes:first,to specify duties of different departments of the bank;second,to guarantee superior manpower resource;third,to perfect performance appraisal system;fourth,to intensify enterprise cultural construction.