Research On Customized Product Marketing Strategy Of Nong'an Branch Of Jiutai Rural Commercial Bank

In recent years,rural credit cooperatives have been gradually transformed into rural commercial banks,which have improved their internal control,management systems,and personnel composition,improved their operating capabilities,and expanded their business.However,some old traditional ideas and working methods still need to be improved and resolved.Issues such as weak research and development capabilities,single product variety,poor service attitude,and low competitiveness have gradually surfaced.This article first sorts out the current marketing situation and existing marketing problems of customized products,and points out that the main problems of customized products are serious product homogeneity,unclear target market positioning,low product brand awareness,and poor consumer reputation etc.In view of the reasons for the existing problems,this article first analyzes the macro environment of customized products.Based on the analysis of the political and legal environment,economic environment,social cultural environment,and technical environment of Nong'an County,the overall macro of Nong'an Branch's customized products is considered.The overall macro environment is getting better.Then,in the micro-marketing environment of customized products,by analyzing the four aspects of the internal environment,consumers,competitors,and the public of the Nong'an Sub-branch,find out the micro-factors that affect the marketing of customized products.In this framework,use effective resources to formulate marketing strategies for customized products.Finally,the SWOT analysis tool is used to analyze and summarize the advantages and disadvantages of the customized products,the opportunities and threats.It is pointed out that the SO strategy should be adopted for the marketing of customized products.Take advantage of the scale of the enterprise,actively expand the financial market,and select a targeted marketing strategy through clear market segmentation.Finally,follow up on policies,make the quick decisions,and use customer stickiness to quickly seize the market in Nong'an County.To sum up,based on the marketing status and problems of customized products,the Nong'an County market is divided into three segments: purchase timing market,brand pursuit market,and interest pursuit market according to the STP strategy.Ultimately,the market that satisfy the interests of customers is the target market for customized products.Through the in-depth analysis of consumers in Nong'an County,the consumer market positioning of customized products is clearly defined.At the same time,under the guidance of the 7P strategy,execute the relational pricing strategy of packaging and pricing multiple products and services,the purpose of which is to attract more customers,and expand marketing channels for customized products by strengthening management of the marketing team and increasing outlet transformation efforts,and through marketing strategies such as one-to-one communication and multi-channel promotions to provide more possibilities for customized product marketing.Finally,through the adjustment of the customized product performance system,the overall enthusiasm and enthusiasm of the marketing team is mobilized and motivated.It is hoped that the research of this article can solve the basic problems of the customized product marketing of Nong'an Branch,and at the same time provide scientific solutions and implementation paths to improve the marketing level of customized products of Jiutai Rural Commercial Bank,and strengthen the market of customized products of Nong'an Sub-branch Competitiveness and the establishment of a consistently good brand image for Jiutai Rural Commercial Bank's Nong'an Sub-branch can also provide a meaningful reference for other brother banks of Jiutai Rural Commercial Bank in customized product marketing services.