Research On Marketing Strategy Optimization Of "Huinong E Loan" Products Of ZBH Agricultural Bank

In 2022,the 19th Document of the CPC Central Committee made major arrangements for comprehensively promoting the key work of rural revitalization and solving problems related to agriculture,rural areas and farmers,and issued relevant supportive policies.In order to serve the rural revitalization strategy and follow the trend of Internet finance,Agricultural Bank of China has launched a new credit product called "Huinong e-Loan".However,the market demand in the new era is more complex and changeable,and the horizontal competition is more intense.In the marketing of "Huinong e-Loan" products,its 4P marketing strategy also has the main problems of insufficient innovation and R & D,serious product homogenization,single product,insufficient service differentiation,insufficient publicity and diversity,and lack of marketing talents.How to perfect the product marketing service of "Huinong e-Loan" and adopt effective marketing strategy is an important subject that ZBH Agricultural Bank needs to study continuously.By referring to relevant literature and materials,I have learned about the marketing concept,improvement of marketing strategy,influencing factors of marketing strategy and other relevant theoretical research results of bank financial products,as well as the analysis and suggestions of agricultural Bank of China’s "Huinong e-Loan" product marketing cases.Based on the investigation and interview on the current marketing situation of "Huinong e-Loan" products of ZBH Agricultural Bank,the main problems of product marketing strategy are analyzed,such as insufficient innovation and research,serious product homogeneity,insufficient service differentiation,insufficient publicity and diversity,and lack of marketing talents.And a comprehensive analysis of ZBH agricultural Bank "Huinong e-Loan" product’s political,economic,social,technical,customer and competitive environment,as well as its own advantages and disadvantages,external opportunities and challenges.Product design,price setting,channel development,promotion four aspects of the 15 key indicator elements,applying AHP analysis the influence degree of the key factors in the aspect of marketing effect,for "e peasants is borrowed" the product marketing strategy optimization provide quantitative reference,and then from 4p marketing of the product,price,channel,promotion four Angle puts forward some Suggestions,that is,increase innovation and R & D efforts in products and carry out product differentiation design,Strengthen departmental linkage;Implement price differentiation and preferential policies on prices;In terms of channels,strengthen network channels,expand diversified offline channels,and improve the composition of marketing personnel;Enhance interactivity in promotion,integrate online and offline resources,strengthen data quality management,improve marketing talent team,etc.