A Research On The Marketing Strategy Of Rural Banks Serving " Rural,Agriculture And Peasants" In Xiangxiang

Village and town banks refer to the approval of the China Banking Regulatory Commission in accordance with relevant laws and regulations,funded by domestic and foreign financial institutions,domestic non-financial enterprise corporate legal persons,and domestic natural persons.The main establishments in rural areas are local farmers,agriculture and rural economic development.Banking financial institutions that provide financial services.Xiangxiang City Village Bank is the first village bank in Hunan Province established in 2008 by a joint-stock commercial bank in Hunan Province.It is based on serving the"agriculture,rural areas and farmers" as its basic business purpose and provides its county and township.More and better financial services.In recent years,as the pace of reform of domestic financial institutions has accelerated,the competition in the financial market has been extremely fierce.The competition between banks is mainly reflected in the competition between the market and customers.A good marketing strategy will directly determine the bank’s share of the market and customers.Decide whether banks can take the initiative in competition.As a local first-level legal person financial institution,Xiangxiang City Village and Town Bank only deeply analyzes its own marketing deficiencies,recognizes the gap with other commercial banks,and then proposes solutions to formulate marketing strategies in line with its own development and ensure that The successful implementation of marketing strategies can be invincible in the fierce competition environment.First of all,this paper gives a brief overview of the marketing strategies of domestic and foreign banks.Combined with the relevant theories of marketing,this paper analyzes the current marketing situation of rural banks in Xiangxiang City by using the methods of questionnaire survey and on-the-spot investigation,and finds out the problems existing in the marketing of rural banks in Xiangxiang City in terms of products,prices,channels and promotions.Then,the paper analyzes the external and internal environment of Xiangxiang village bank’s service for"agriculture,rural areas and farmers" marketing.Through the analysis,it is concluded that Xiangxiang village bank’s optimized marketing strategy has mature conditions and is imperative.Then use 4P analysis method to design new marketing strategies for Xiangxiang rural banks,including:innovating financial products,actively opening intermediary business,low price strategy,differentiated price strategy,doing a good job in customer view clarity,strengthening network construction,strengthening customer manager team construction,strengthening publicity,guidance and mobilization,creating online and offline service system,and strengthening banks Cooperation with the government and so on.Finally,in order to ensure the smooth implementation of the marketing strategy,the relevant safeguard measures are formulated from the aspects of establishing and improving the incentive assessment system,strengthening the construction of talent team,innovating the financial science and technology services,strengthening risk management and control,and striving for policy support.Through the analysis and Research on the marketing strategy of rural banks in Xiangxiang,this paper clarifies the thinking and provides theoretical guidance for the development of rural banks in Xiangxiang,which has certain practical significance and provides reference for the development of other banks.