Research On Loan Marketing Strategy Of Individual Industrial And Commercial Households Of JY Rural Commercial Bank

China continues to deepen its support for small and micro enterprises and individual entrepreneurs,and financial institutions are actively innovating and developing financial products.In this situation,JY Agricultural and Commercial Bank,based on the actual economic development of the county,has promoted themarketing ofloans to individualentrepreneursasa keytaskanddevelopedmanymarketing ideas.This thesis takes JY Agricultural and Commercial Bank as the research object,introduces the current situation of credit marketing research at home and abroad and sorts out the marketing contents and methods.Through data analysis,the current marketing status of JY Agricultural and Commercial Bank’s loan business for individual businessmen is collated,and the seven major problems of insufficient product competitiveness,traditional pricing method,lack of in-depth channel construction,single promotion method,low quality of personnel,weakened marketing process control,and inadequate tangible display are pointed out through questionnaire survey method,and the reasons for the problems are analyzed in conjunction with the actual situation.After analyzing the marketing environment through PEST and five forces model,the strengths,weaknesses,opportunities and challenges in the marketing of JY Agricultural and Commercial Bank for Individual Businesses are categorized and organized using SWOT analysis,and an effective and feasible marketing mix strategy is formulated.Finally,guarantee measures are proposed from five aspects: system,organization,culture,human resourcesand funding.This thesis examines the marketing strategies of JY Agricultural and Commercial Bank for loans to individual entrepreneurs,hoping to drive the rapid development of JY Agricultural and Commercial Bank for loans to individual entrepreneurs under the situation that individual entrepreneurs resume production and work,and to continuously improve the market competitiveness of JY Agricultural and Commercial Bank for loans to individual entrepreneurs,so as to promote the sound development of JY Agricultural and Commercial Bank’s various loan businesses.The research of this thesis can also provide some reference for themarketing ofsmallandmicro enterprisesandfarmers’ loans of JYAgriculturaland Commercial Bank.