| Since the reform and opening up,with the economic development and the increase of people’s income level,the development of the financial industry dominated by commercial banks has also ushered in a climax.According to data released by the Central Bank,as of the end of 2019,the amount of RMB deposits nationwide reached192.88 trillion yuan,a year-on-year increase of nearly 9%,and foreign currency deposits were 757.7 billion U.S.dollars.At the same time,the scale of the banking industry is also getting bigger and bigger.As of the end of June 2020,the total domestic assets of Chinese banks reached 301 trillion yuan,reaching about 23% of the total national assets announced by the National Development and Reform Commission.The banking industry has become one of the pillar industries in the development of the national economy.However,in recent years,with the adjustment of economic structure and the decline in economic growth,the banking industry has become increasingly competitive.Especially due to the development of financial technology and Internet finance,a large number of small-scale credit businesses are preempted by Internet finance;this has forced traditional commercial banks to innovate in marketing.In particular,to stimulate commercial banks,it is necessary to learn Internet finance,from the use of big data and information technology,to conduct in-depth exploration of a large number of small and medium-sized customer groups;to divide the market in more detail,to classify customer groups-especially long-tailed small and medium-sized Customer groupsmore diverse,precise and detailed divisions.The “one-to-one” personalized and customized services of traditional commercial banks have limited applicability to the credit market for small and medium customers,and commercial banks cannot afford high marketing costs.Especially in small and medium-sized cities and towns and rural areas,the main business is deposit and loan business,lack of financial talents,single financial products,low customer distribution density,and weak marketing system.A large number of rural commercial banks face the dual impact of large commercial banks and Internet finance,and their operations are extremely difficult.Innovating the marketing management methods of rural commercial banks is an inevitable way for the majority of rural commercial banks.In recent years,a new theoretical branch of grid marketing has appeared in marketing management theory.Grid marketing theory mainly refers to the integration of company marketing resources,and through certain dimensions,the target customer group is subdivided into different customer groups according to certain characteristics.According to the different industry characteristics,consumption habits,financial product needs,geographical distribution,consumer psychology,etc.of the small group of customers,the marketing system is formulated accordingly.Including financial product development,marketing channels,advertising promotion,promotional activities,etc.,forming an organic combination of subdivided customer groups and bank marketing,improving the efficiency of bank marketing and enhancing the depth of financial market mining.This article takes CS Rural Commercial Bank as an example,focusing on small,medium and micro enterprises and rural customer groups,and specifically studies the specific application of grid marketing theory in this type of bank marketing.Through comprehensive and in-depth analysis of grid theory and analysis of the marketing dilemmas generally faced by domestic rural commercial banks,we will explore the specific application of grid marketing in rural commercial banks and establish the overall grid marketing structure of rural commercial banks.Use the limited marketing resources of rural commercial banks to maximize the market potential of rural financial markets and improve the operational efficiency of rural commercial banks. |
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