Research On Loan Marketing Strategy Of Ningdu Rural Commercial Bank

The loan business is both the main asset of a commercial bank and the most important source of income.With the development of the economy,the development of the loan business has also "increased," which is why commercial banks have spared no effort to seize the loan business market.As a financial institution with the largest number of legal entities in the country,compared with the five state-owned commercial banks,the development of the loan business has advantages such as more flexibility and inclusiveness,but also has disadvantages such as limitations and high risks.As a traditional rural commercial bank,banks have been at the forefront of the development of similar institutions in the province and local county-level memory loan business,and have achieved certain development.However,in recent years,the impact of Internet finance and interest rate marketization has reduced the spread Space and business scope,like traditional commercial banks,have gradually seen the slowdown in the development of credit business and the decline in the proportion of local markets.Under this development background,this article first analyzes the current development of Ningdu Rural Commercial Bank's loan business,uses PEST theory to analyze the macro environment,and combines the macro environment and SWOT model to analyze the strategic environment of Ningdu Rural Commercial Bank.Analyze and select a suitable development strategy;then use STP theory to analyze the overall market strategy of Ningdu Rural Commercial Bank at a macro level,and based on the existing file system and credit data of Ningdu Rural Commercial Bank,use the 4Ps marketing strategy for detailed and detailed analysis.At the micro level,we analyze the current combination strategy.At this stage,Ningdu Rural Commercial Bank's loan business promotes product strategies from three aspects: product development,loan management,and promotion execution.From pricing policy guidance,FTP performance assessment construction,and current pricing,three Analyze the price strategy.At the current stage,channel strategy is established through up-and-down integration and sinking focus.Mainly sales promotion and salespromotion strategies are adopted.Subsequently,expert interview methods are used to obtain relevant loan business systems and data of the same type of local financial institutions.Comparative analysis of Ningdu The existing problems of commercial bank loan business;Finally,according to the problems found,the loan business optimization strategy is proposed,including: using the perfect product mechanism,innovating loan products,and product portfolio optimization,and categorizing customers in advance by integrating customer contributions Optimize pricing strategies in terms of groups and differentiated customization,optimize channel strategies in terms of expanding and expanding online channels and improving human security,and optimize promotion strategies in terms of improving personnel promotions and expanding promotional methods.