Analysis Of Marketing Strategy Optimization Of A Rural Credit Cooperatives Personal Credit Business

In recent years,with the rapid development of Chinese economy and society,per capita disposable income has increased significantly.And the residents' consumption concepts and consumption habits have changed.All of these are driving the rapid development of personal loan business.For banks,personal loan business is of great importance.Firstly,the diversification of personal loan business contributes to improving the structure of credit assets.Its business risk is lower than that of corporate loans and the comprehensive income is better.Secondly,it will enrich customer resources,and improve the sales of personal financial products and the deposit of funds.Thirdly,the overall risk weight of the personal loan business is lower,so the development of personal loan business can reduce capital occupation.A Rural Credit Cooperatives is a local financial institution in the ChengGong area of Kunming,Yunnan Province.Its personal loan business has developed rapidly in recent years,but a series of problems are emerging,such as very few products,unreasonable personal loan structure,weak technological support,complex business processes and so on.So the researching and optimizing of the marketing strategy on personal loan business has become a top priority for the development of A Rural Credit Cooperatives.This paper firstly explains some related concepts,such as personal loan business,marketing strategy,7Ps theory.And then,it analyzes the current situation and problems of A Rural Credit Cooperatives' personal loan business marketing.After that,from the aspects of politics and law,economy,society,and technology,the macro environment of A Rural Credit Cooperatives' personal loan business is analyzed.And the SWOT analysis method is applied to analyze the advantages,disadvantages,opportunities and threats of personal loan business,and to propose corresponding development strategies.Finally,using the 7Ps theory,I propose some measures to optimize the personal loan business marketing strategy.By these optimizing measures,the competitiveness of A Rural Credit Cooperative's personal loan business market will be gradually improved,and the healthy development of personal loan business will be realized.