Research On The Customer Acquisition Model Optimization Of "Huinong E-loan" Product Of A Branch Of Agricultural Bank

The Agricultural Bank has always implemented the central government’s major decisions and arrangements on poverty alleviation and "agriculture,rural areas and farmers" work.To help win the battle against poverty as a major political task.Make every effort to fight,continue to innovate,and strive to do a good job in financial services for poverty alleviation.Financial services in key areas of COVID-19 prevention and control,such as stable production and supply of agricultural products and food security.Financial poverty alleviation work and service "three agriculture"have made new achievements,from the head office to each branch,we are practicing the mission and obligation of the state-owned big bank to "serve agriculture,rural areas and farmers".Based on the above background,this paper comprehensively describes the development status of Huinong E-loan’s customer acquisition strategy of A sub-branch of Agricultural Bank of China from the initial contact with target customers,product service links,product contract loan links and other links.Firstly,the FAB method is used to analyze the characteristics,advantages and benefits of Huinong E-loan products.Then,the psychological motivation theory is used to analyze the psychological motivation of customers’ decision to apply for Huinong E-Loan in the customer contact link,customer service link and approval signing link,so as to analyze the current situation of customer acquisition.Secondly,through the questionnaire of target customers and the questionnaire of the product customer acquisition strategy of internal employees,further find and analyze the problems existing in the customer acquisition strategy of Huinong E-Loan products of A sub-branch.According to the research results of this paper,branch A has proposed targeted optimization suggestions for customer contact,customer service,and contract approval in the customer acquisition model of Huinong e-loan products.As A result,A branch and e loan product marketing strategy optimization can not only increase farmer credit performance indicators,and can improve the brand image of A branch,the enhancement enterprise competitiveness,drive the customer development and promotion of liabilities,improve intermediary business income,expanding market share,achieve the comprehensive growth and development of the overall business.