Research On The Marketing Strategy Of SL Rural Credit Cooperatives

From the international perspective,in recent years,the global economy has shown a downward trend,and the superimposed trade friction continues to heat up.China's economy and finance are facing a more complex external environment.Changes in the global economic and financial situation affect China's economy through trade,investment,exchange rate,risk preference and other channels,with more adverse factors and challenges.At home,in the complex and changeable internal and external environment,China's economic operation is generally stable.The development strategies of deepening supply side structural reform,implementing the strategy of rural revitalization,and resolutely winning the battle of poverty alleviation have brought new historical opportunities for commercial banks to consolidate and expand the rural market.Based on the definition of relevant concepts and combing of relevant theories and research status,this paper analyzes the current situation of SL rural credit cooperatives and the existing problems in marketing.Compared with the provincial credit cooperatives,SL rural credit cooperatives have a large gap in profitability,asset quality and loan delivery;compared with the city's financial industry,the development of deposit and loan business is unbalanced,and the market share of deposit and loan has declined significantly;compared with the subordinate credit cooperatives,the gap in asset quality is large;according to the requirements of returning to the source and focusing on the main business,SL rural credit cooperatives' credit delivery is unrealistic The problem of "Xiang Xu" still exists;in response to the new situation,the ability needs to be improved.The problems in the marketing of SL rural credit cooperatives mainly include the defects in product types and strength,the inflexibility of price system,the lack of fine marketing channels and the backward marketing methods.The main reasons for these problems are that SL rural credit cooperatives' business philosophy is relatively backward,the ability of employees is insufficient,and the awareness of compliance needs to be improved.This paper analyzes the marketing environment and SWOT status of SL rural credit cooperatives.Generally speaking,advantages and disadvantages exist at the same time,and advantages outweigh disadvantages.SL rural credit cooperatives should develop their strengths and avoid disadvantages,be good at using opportunities and advantages,and overcome threats and disadvantages at the same time.The paper subdivides the rural credit cooperatives market and determines the target market of SL rural credit cooperatives.From the perspective of geographical location,both urban market and rural market have a large market scale and space,which SL rural credit cooperatives must vigorously cultivate.From the perspective of business type,credit businessis the foundation of SL rural credit cooperatives,which should be vigorously developed;there are a wide range of intermediate business types,many of which can be combined with credit business,which can attract more customers and improve competitiveness,so intermediate business can be developed;the investment business market is temporarily not considered to enter.From the perspective of customer type,SL rural credit cooperatives must continue to maintain both corporate and individual customers.The business customers of agriculture,rural areas and farmers are the characteristic market of SL rural credit cooperatives,which should also be vigorously developed and maintained.From the perspective of customer scale,from the strength of SL rural credit cooperatives,at present,it is mainly small and medium-sized customers and individual customer market.From the perspective of channels,SL rural credit cooperatives must continue to consolidate and optimize the offline channels,while vigorously developing the online market.The paper puts forward the marketing strategy of SL rural credit cooperatives.In terms of products,we should innovate the types of public business products,increase the investment of personal business products,actively develop the business products for agriculture,rural areas and farmers,improve and enhance the quality and efficiency of credit services;in terms of prices,we should implement the penetration pricing strategy for new products,provide value-added services on the basis of fixed prices,provide customers with certain preferential policies,and strictly control costs;in terms of channels On the one hand,it is necessary to comprehensively implement the customer manager system,strengthen the transformation of outlets,increase the development of e-banking channels,build and use the economic files of self-employed households and farmers;on the other hand,it is necessary to carry out the precise marketing of list system,vigorously develop the online service mode of credit goods,build the "Finance + n" financial ecosystem,and actively promote the open financial service mode.This paper studies the implementation of marketing strategies of SL rural credit cooperatives.In order to better implement the marketing strategy,SL rural credit cooperatives should improve the level of internal governance,optimize the risk control mechanism,strengthen the security management,and strengthen the construction of corporate culture.