Research On Marketing Strategy Of Personal Consumption Credit Business Of Shaxi Branch Of ZSRC

With the rapid development of economy,China is stepping into a stage of increasing consumption demand,accelerating the upgrading of consumption structure,and increasing the role of consumption in pulling the economy.Especially in export and investment,the driving force of GDP tends to be weak.The sustained driving force of consumption is particularly important to maintain the vitality of China's economic development.With the rapid development of domestic demand market,personal consumer credit market also shows amazing potential.In the face of the huge consumer credit market,each bank's efforts in consumer finance show the strategic judgment of commercial banks on the prospect of this field.With the development of Internet finance,traditional banks are forced to speed up the reform of business structure optimization.Service sinking,business innovation and retail transformation have become new development strategies of traditional banks.Because of its short,frequent and fast characteristics,personal credit business has become the focus of retail business development.The retail business development of Shaxi Branch of ZSRC is facing severe challenges,especially a series of problems such as lack of innovation,weak technical strength and low brand awareness of personal consumer credit business are increasingly prominent.In 2014,Zhongshan rural commercial bank put forward a 3-5-year strategy of retail business based on the tenet of "retailers win the world",and took personal consumer credit business as the core of multi-dimensional cross marketing of retail business,vigorously promoted the innovation of new personal consumer credit products and service optimization,provided guarantee for personal consumer credit business from the strategic level,and made every effort to make a breakthrough to promote retail business Transformation and upgrading open up new opportunities.Under the guidance of the head office's big retail strategy,Shaxi sub branch,along the development thread of "explore customers,meet customers and bind customers",takes personal consumer credit business as the starting point,and strives to form a "big retail" marketing pattern through the building of community banks,retail banks and efficient banks.Based on the theory of marketing management,this paper analyzes the advantages and disadvantages,opportunities and challenges of Shaxi sub branch in the process of competition under the background of domestic financial development by using the methods of literature analysis and empirical research.In general,Shaxi Branch of Zhongshan rural commercial bank has more advantages than disadvantages,and faces more opportunities than challenges.Under the guidance of the strategic transformation of large retail,personal consumer credit business will become a new breakthrough for its business upgrading.Under the guidance of STP theory,this paper studies the marketing strategy of Shaxi sub branch of Zhongshan agricultural commercial bank,locates the marketing direction of Shaxi sub branch,and puts forward effective countermeasures to solve the practical dilemma of Shaxi sub branch's personal consumption credit business.Under the background of strict supervision and intensified competition,we should reverse the current bottleneck of personal consumption credit business development in Shaxi sub branch,realize the promotion of market share of personal consumption credit business in Shaxi sub branch of Zhongshan agricultural commercial bank,so as to promote the development of retail business,and provide effective reference for the development of personal credit business in Shaxi sub branch of Zhongshan agricultural commercial bank and similar domestic agricultural commercial banks.