Research On Marketing Strategies Optimization Of GD Rural Cooperative Bank's Personal Loan Business

With the development of urbanization and the growth of agricultural economy in China,rural financial institutions took the lead in occupying the rural market.From 2005 to 2015,the scale of deposits and loans expanded rapidly.However,in the rapid growth,the overall grasp of the credit assets structure was neglected,with the goal of issuing large amounts of enterprise loans,and the ratio of enterprise loans to scale.The ratio of non-performing loans of rural financial institutions is much larger than that of individual loans,and the concentration of assets is high.As a result,the non-performing loans rate of rural financial institutions has been rising steadily after the economic environment changed in 2015,and the pressure of non-performing assets reserve is enormous.As a local financial institution,GD Rural Cooperative Bank is no exception.In the case of weak business growth,the development of personal loan business of GD Rural Cooperative Bank has encountered tremendous difficulties.At the end of 2016,GD Rural Cooperative Bank took the initiative to change and set up a personal loan center,focusing on the development of personal loan business,trying to transform into a retail bank.The direction of reform is correct,but it faces all kinds of internal and external troubles.With the development of China's urbanization and the growth of agricultural economy,rural financial institutions took the lead in occupying the rural market.From 2005 to 2015,the scale of deposits and loans expanded rapidly.However,in the rapid growth,the overall grasp of the credit asset structure was ignored.With the goal of issuing a huge amount of enterprise loans,the scale of enterprise loans is far greater than the scale of individual loans,and the asset concentration degree As a result,after the change of economic environment in 2015,the non-performing loan ratio of rural financial institutions has been increasing,and the pressure on non-performing asset provision is huge.As a local financial institution,Gd rural cooperative bank is no exception.In the case of weak growth,the development of personal loan business of GD rural cooperative bank has encountered great difficulties.At the end of 2016,Gd rural cooperative bank took the initiative to change,established a personal loan center,focused on the development of personal loan business,and tried to transform into a retail bank.The direction of reform is correct,but it faces all kinds of internal and external troubles.On the one hand,it faces great pressure from external competition.With the rise of Internet finance,Internet finance companies make full use of big data to explore the value of data,endow their Internet loan products with the core competitiveness of short audit time and fast lending speed,and quickly occupy the market in the whole personal loan market.Although financial institutions in the same industry are also facing the competition from internet financial companies,they actively seek change,actively follow up in the use of big data and artificial intelligence,actively innovate personal loan products,and quickly change their strategies to meet the challenges.On the other hand,there are many problems in the marketing of GD rural cooperative bank's personal loan business.GD rural cooperative bank is a local financial institution,which has been ranked first in the three rural market and established a good image of serving the "three rural" and small and medium-sized micro enterprises.However,with the acceleration of rural urbanization,the traditional farmers are disappearing,and the traditional customer needs of the three rural areas are gradually changing,but there are many problems in the personal loan business marketing of GD rural cooperative bank,which leads to the weakening of customer loyalty and the seizing of customer resources.How to solve these problems is the background and purpose of this study.The first chapter is the introduction.Starting from the topic selection,this paper discusses the background and significance of the topic selection research,and uses the relevant theories at home and abroad to sort out the research content and the framework structure of the paper.The second chapter is through the analysis of the macro and micro environment of the personal loan business marketing of GD rural cooperative bank,especially comparing with the personal loan business marketing strategy of the competitors in the same industry,summarizing the development trend of the personal loan business,and finding out the gap of the personal loan business marketing of GD rural cooperative bank.In Chapter 3,through the SWOT analysis method,this paper analyzes the internal advantages and disadvantages,external opportunities and threats of GD rural cooperative bank in personal loan business marketing,and then,under the guidance of STP strategy,finds out the problems in the personal loan business marketing strategy of GD rural cooperative bank,such as single market segmentation standard,inappropriate choice of target market,mismatch of market positioning,etc.Finally,under the guidance of 7PS marketing theory and the framework of 7p,the paper puts forward the problems in product,price,channel,promotion,personnel,tangible display and process of GD rural cooperative bank's personal loan business marketing,including single product,lack of innovation,no difference low price strategy,hidden liquidity risk,weak marketing cooperation awareness of employees,application channel and customer channel There are some problems,such as single channel,lack of personal loan business promotion,poor availability,lack of tangible display of personal loan business,poor marketing process and service process of personal loan business,poor customer experience,and so on.The fourth chapter uses STP strategy theory and 7PS theory,combined with Gd rural cooperative bank's own situation and resource advantages,as well as the current development trend of personal loan products,puts forward a series of solutions.With the further development of market economy,it can be said that marketing is the king.In this paper,the research on personal loan business marketing of GD rural cooperative bank is the process of full application and demonstration of this concept,which has played a positive role in promoting the application of service marketing theory and relationship marketing theory in the field of practical work.This paper provides some ideas and suggestions for the development of GD rural cooperative bank's personal loan business,which has certain operability and feasibility.To a certain extent,it can help GD rural cooperative bank to review the situation,deeply tap customer resources,open the market,expand business,improve the structure of credit assets,obtain sustainable development,and also for other rural financial institutions in the same industry Personal loan business marketing provides useful reference.At the same time,through the comparative analysis of personal loan products with competitors in the same industry,this paper concludes that credit loan has become the main growth point and development trend of personal loan business,which is inconsistent with the understanding of many rural financial institutions in China.Domestic rural financial institutions generally believe that the main group is the "three rural groups" with high risk,which is not suitable for handling credit loans,but The conclusion of this trend finds that rural financial institutions have to be alerted and gradually explore and innovate the service mode of personal credit loan products.