A Study Of GRC Bank’s Marketing Strategy Of Inclusive Financial Business

Since 2013,when the central government included "inclusive finance" in the decision on major issues of comprehensively deepening reform,a large number of practices have been carried out in inclusive finance by large state-owned financial institutions,joint-stock commercial Banks and private Internet financial enterprises.At the same time,China has implemented more active and open supporting policies in the financial sector,taking multiple measures to reduce taxes and stimulate consumption,and gradually improving the legal environment,which has brought new opportunities for economic improvement and social development in recent years.With the support of policies and the development of science and technology,some financial institutions,especially the emerging Internet financial companies,have achieved commercial success in inclusive financial innovation and market development.In the face of fierce competition in the market environment,major Banks have also started to vigorously develop inclusive finance business,set up specialized inclusive finance business division,and set up specialized inclusive team to facilitate business transformation and development.In particular,some urban commercial Banks and rural commercial Banks combine with their own characteristics,support agriculture,support small businesses,and implement differentiated competitive strategies to seize the inclusive financial market.This paper takes the marketing strategy of inclusive finance business of GRC bank as the research object and USES literature research,in-depth interview and case analysis as the main research methods to discuss and study the marketing status quo of inclusive finance and the choice of marketing strategy.First of all,relevant literature and theoretical concepts at home and abroad were sorted out and summarized,which laid a theoretical foundation for this paper.Secondly,according to the general situation of GRC bank,relevant customer data are analyzed,and problems such as insufficient market segmentation,serious product homogenization,complex business processes,insufficient customer stickiness and lack of service consciousness are concluded in the marketing activities of inclusive finance business of GRC bank.Meanwhile,the marketing environment of GRC bank is analyzed from macro and micro perspectives,and matrix analysis is carried out with the help of SWOT model.Finally,using the marketing theory of 7Ps,this paper proposes optimization Suggestions on the marketing strategy of inclusive finance business from seven aspects of service marketing mix,and strengthens the establishment of good supporting measures for inclusive finance business marketing from the aspects of organization management,system process,resource allocation,product culture,etc.It is hoped that the research results of this paper can provide some financial institutions similar to GRC bank with ideas and references for formulating inclusive finance marketing strategies and accelerating the development of relevant businesses under the background of national promotion of inclusive finance.