Research On The Marketing Strategy Of Credit Business Of QZ Rural Commercial Ban

As the international and domestic financial situation and economic environment are changing,large state-owned commercial banks’ outlets and service channels are sinking to rural areas.As the main force of rural financial institutions,facing the increasingly fierce competition in the rural market,rural commercial banks should accurately grasp the market positioning of serving local,county and "three rural areas" and guide more credit funds to be allocated to rural areas.This paper adopts a questionnaire survey and a field survey method.This paper adopts questionnaire and field survey methods,and uses 7Ps marketing theory to conduct a comprehensive understanding and in-depth study of the existing personal credit business of rural commercial banks in terms of their traditional products,prices,promotions,channels,physical displays,personnel,and processes,and concludes that there are low degree of product upgrading,high price costs and fierce market competition,traditional crude publicity and marketing,unclear job responsibilities of personnel,and long and inefficient business processes.We analyzed the problems one by one,and proposed a series of optimization and integration recommendations based on our own market positioning and target customer groups,such as segmenting exclusive products by customer groups,implementing differentiated pricing strategies,gridding marketing,integrating job responsibilities of marketing personnel,and reengineering part of the marketing process,in order to improve the success rate of personal credit marketing of rural commercial banks,realize credit business,and cultivate long-term customer loyalty.It is of reference value to improve the success rate of personal credit marketing,achieve high quality development of credit business and cultivate long-term customer loyalty.