Research On Marketing Strategy Optimization Of DY Rural Commercial Bank's Credit Business

In recent years,as the overall economic growth of the country is weak,the economy is facing a painful period of structural reform,the national financial deleveraging,local governments will make the implicit debt explicit,into the strict fiscal budget management,etc.,the growth of government investment business is limited,private investment is weak,the growth of banking credit business is limited.At the same time,with the rise of network economy,the emergence of network finance,especially the emergence of alipay,WeChat Lucky Money,huabei and online lending platforms,the former proud main position of the banking industry has been seriously eroded.Once again the state liberalizes the financial license,the emergence of numerous commercial Banks and private Banks further squeezes the living space of the banking industry.The emergence of the above new situation leads to the difficulty in the growth of the credit business of the banking industry,especially the growth of rural commercial Banks in the county shows a trend of serious decline,the customer population is aging,the quality of credit assets is getting worse and worse,and the bank's efficiency is getting worse and worse.This paper tries to take DY rural commercial bank as an example to explore the development of rural commercial bank's credit business.DY rural commercial bank is the financial institution with the largest operation scale,the largest customer resources and the widest service scope in DY county.With a market share of 45%,DY is the largest bank in the county.Based on my own professional experience,my understanding of the bank credit business and the detailed first-hand information,this paper conducts a research on the development path of DY rural commercial bank credit business.Structure of this paper: chapter 1 introduction,general summary of the main content.This paper mainly expounds the research background and significance of the topic selection,describes and summarizes the research status at home and abroad,and puts forward the research content,research methods and the basic framework of the paper.Chapter 2 literature review and theoretical basis,including commercial bank financing and marketing related theoretical review,mainly including four aspects:domestic and foreign commercial bank marketing research review,marketing portfolio theory(4P theory),SWOT theory.Chapter 3 DY rural commercial bank credit business marketing status and problems,mainly including two aspects: DY rural commercial bank profile and DY rural commercial bank credit business 4P theoretical analysis.Chapter 4 DY rural commercial bank credit business marketing SWOTtheoretical analysis,mainly including four aspects: internal advantage analysis,internal disadvantage analysis,external opportunity analysis,external threat analysis.Chapter 5DY rural commercial bank credit business marketing strategy optimization,mainly including six aspects,credit product optimization,interest rate pricing optimization,market channel optimization,promotion optimization,credit process optimization,personnel optimization.Chapter 6 is the conclusion and prospect,which mainly summarizes the paper,points out the shortcomings of the paper,and proposes the future improvement direction.