The Research On The Marketing Strategy Of Credit Business In WH Branch Of Chengdu Rural Commercial Bank

In recent years,with the increasing international uncertainties and instabilities,global financial market volatility has increased and domestic economic growth has slowed down.MeanWHile,the financial supervision is becoming much more tightened,Internet finance becomes increasingly popular,the opening-up policy of the financial industry gradually comes into effect,and foreign banks can enjoy national treatment,all of WHich has led to increasingly fierce competition in China's banking industry.On the other hand,the quality of domestic economic growth has been gradually improved,underdeveloped production capacity has been phased out,new driving forces have been gradually formed,counter cyclical adjustment has been intensified,and economic development has maintained a long-term positive fundamental.At the same time,with the deepening of financial supply side structural reformation,the banking industry is also facing new opportunities.Chengdu rural commercial bank is a small and medium-sized commercial bank based in Chengdu.WH sub branch is located in the main urban area of Chengdu.Although the total amount of credit business has grown at an average rate of 15% in recent years,there are still four problems: first,insufficient capacity to absorb reserves;second,weak foundation of corporate credit customers;third,insufficient development of personal credit business;fourth,the timeliness of loans has decreased Low.However,there are four shortcomings in the marketing of credit business,such as rich product types,space for innovation,high price of credit products,no channels for obtaining customers in batches,and no effective means of promotion and publicity.This paper analyzes the macro environment and competitive environment of WH branch of Chengdu Rural Commercial Bank,summarizes its advantages and disadvantages,opportunities and threats by using SWOT model,puts forward the market positioning of personal credit business and corporate credit business respectively: market followers and market compensators,and puts forward specific 4P marketing strategies.To sum up,with the goal of striving for more high-quality customers,this paper holds that: in terms of product strategy,we should focus on customers and develop more new products,good products and convenient products;in terms of price strategy,we can pay more attention to competitors' prices and make scientific pricing;in terms of channel,cross-border cooperation,we can make recommendation fees clear and detailed;in terms of promotion Taking advantage of the Internet,we use micro-blog,WeChat,jitter and other traffic APP to promote and publicize tiktok,and design a good system to stimulate staff marketing enthusiasm.Finally,this paper thinks that human resource management should be strengthened and internal control and compliance construction should be strengthened.The research value and significance of this paper lies in that due to the large number of legal person institutions,complex historical evolution,tardy reformation process,and difficulties of data collection,the rural commercial bank is rarely taken as the research subject,and the marketing research on the credit business of rural commercial bank is even less.As a real case study,this paper will make up for the deficiencies of previous studies to a certain extent,and will enrich the relevant research of credit business marketing strategies of small and medium-sized banks,and also provide a valuable and meaningful thinking for the differential development of other small and medium-sized banks.