| In recent years,foreign epidemics have continued,geopolitical conflicts have escalated,and the frequency of domestic epidemics has increased.Economic development has faced triple pressures of shrinking demand,supply shocks,and weakening expectations.Economic development and epidemic prevention and control have become the main theme of the current society.Economic development is inseparable from the support of funds.Under the current social background,banks are still the main body providing financial support.However,with the rapid development of big data cloud computing and Internet technology,traditional commercial banks are facing huge opportunities and challenges.If Z Rural Commercial Bank wants to continue to move forward on the basis of maintaining its current market share and succeed in the highly competitive banking industry,Z Rural Commercial Bank needs to formulate a more reasonable and effective marketing strategy based on its own actual situation,and take action for it.This paper comprehensively analyzes the marketing environment of Z Rural Commercial Bank,comprehensively uses the theoretical basis of marketing,combines the7 Ps marketing theory and the two analysis methods of PEST analysis and SWOT analysis,and analyzes Z Rural Commercial Bank from multiple angles and in an all-round way.The current internal and external environment of the bank and the current situation of the bank,and at the same time,these methods are organically integrated by using the way of thinking of "proposing problems-analyzing problems-solving problems".Firstly,combined with the marketing environment,PEST analysis,and SWOT analysis theory,this paper analyzes Z Rural Commercial Bank in detail,and finds out its existing political environment,economic environment,social environment and technical environment,as well as advantages,disadvantages,opportunities and threats.Then,it introduces and analyzes the current marketing status of Z Rural Commercial Bank and the causes of problems in marketing.Finally,using the 7Ps theory,it proposes targeted solutions from seven aspects: product strategy,price strategy,channel strategy,promotion strategy,personnel strategy,service process strategy and tangible display strategy.This paper takes Z Rural Commercial Bank as the research object,combines the content of the marketing theory system and the actual situation faced by Z Rural Commercial Bank,finds problems through investigation and research,and puts forward the marketing strategy plan of Z Rural Commercial Bank under the current situation.Rural commercial banks provide strong theoretical and technical support to seize more market share under the current social background.At the same time,I hope that through the research on the marketing strategy of Z Rural Commercial Bank,it will provide some help for the better development of Z Rural Commercial Bank in the future,and I also hope that other banks can accurately grasp the pulse of the market,adjust their marketing strategies and methods in a timely manner,and achieve performance growth. |
