Research On Marketing Strategy Of SM Rural Commercial Bank’s Personal Credit Business

In 2015,SM Rural Credit Cooperative carried out a shareholding system reform and transformed into the current SM Rural Commercial Bank.The management and operation of rural commercial banks are more standardized,the form of equity is more diversified,and the scale is continuously expanding.In recent years,SM Rural Commercial Bank has developed steadily,with an average annual loan balance of 5billion yuan and a personal credit balance of 3 billion yuan.SM Rural Commercial Bank,as the financial institution with the most network outlets and the widest range of services in SM County,benefited from the implementation of the rural reshaping strategy and the reasonable market positioning of "serving the three farmers","serving the small and micro" and "serving the urban and rural residents".At present,it is a joint-stock bank with the largest local deposit and loan balances,the most branches and the widest range of services,and it has a certain influence.Its personal credit products have the characteristics of wide scope of application,reasonable credit limit,and simple guarantee methods.They provide financial support for the production and consumption of the people in SM area,and make a contribution that cannot be ignored for the construction of a beautiful and happy new SM.However,with the development of the county economy,the attractiveness of financial market entities has increased,and the main players in the financial market have chosen this piece of cake that has development potential and has not been completely divided.They have begun to develop county financial markets.The number of commercial banks in SM County has gradually increased,and the development of Internet finance companies with information technology has also caused a diversion of customers in the county.The absolute number of personal loans of SM Rural Commercial Bank is still increasing,but the growth rate has slowed down.Facing the increasingly fierce competition environment,how can we continue to maintain an advantage in the personal credit market? What kind of marketing strategy is suitable for economic development and its own characteristics? This is the key and difficult problem that SM Rural Commercial Bank needs to solve in order to stand out from the market competition.Based on marketing theory and bank marketing theory,this article comprehensively uses SWOT,PEST and other analytical methods to discuss themacro and micro environment,advantages,disadvantages,opportunities and challenges faced by SM Rural Commercial Bank’s personal credit business marketing.And using 4P theory and STP theory as clues to discuss the current status and existing problems of the current marketing strategy of SM Rural Commercial Bank’s personal credit business.Through this study,it is found that the marketing strategy of SM Rural Commercial Bank’s personal credit business is still immature,and there are insufficient market choices and target markets Reasonable,product types are scarce,price setting lacks the ability to control interest rate pricing,product promotion channels are single,the construction is slow,the brand recognition is low,and the promotion is weak.In view of the existing problems,it proposes optimization strategies from four aspects: product,price,channel,and promotion,including highlighting product differentiation and strengthening product innovation,taking into account the safety and profitability of product pricing,realizing the diversification of marketing channels,and broadening promotional channels.Finally,the protection measures are proposed from the aspects of organization,manpower,capital and risk control.