Research On The Development Strategy Of "Huinong E Loan",a Grassroots Institution Of Agricultural Bank

"Benefiting farmers E-loan" is one of the core inclusive financial products launched by the Agricultural Bank of China focusing on the development of "agriculture,rural areas and farmers".It can closely follow the major national strategy,focus on grain farmers,production and operation households,new agricultural operation entities and other key loans,to a certain extent,meet the goal of farmers to get loans quickly,and run less,and improve the breadth and depth of inclusive financial coverage,Effectively assist the implementation of the rural revitalization strategy.However,in recent years,due to the emergence of Internet micro loan products such as Huabei,Borrowing,and Jingdong Baitiao,the competition environment for the "Huinong E-loan" products of the Agricultural Bank of China has become increasingly worse,and the product homogeneity in the micro credit market is very serious,which has reduced the market position of the "Huinong E-loan".This paper takes the "Huinong E-loan" of the grass-roots institutions of Agricultural Bank of China as the research object,and on the basis of expounding the relevant concepts and basic theories of inclusive finance,micro credit,marketing,competition expansion strategy,etc.,uses the questionnaire survey method to comprehensively analyze the factors that affect the customer satisfaction of "Huinong E-loan",and uses the QSPM matrix to identify the best expansion strategy model selection of "Huinong E-loan".The research found that the "Huinong E-loan" product can basically meet customer needs in terms of service fee and interest level setting,business handling convenience,etc.,but in the process of business expansion,there are a series of problems such as high product innovation cost and poor effect,high guarantee access threshold,insufficient loan quota,insufficient matching between customer age structure and channel,and low efficiency of business process processing;Product design,price attractiveness,channel convenience,promotion efforts and service level have a significant positive impact on customer satisfaction of "Huinong E-loan",among which,price attractiveness has the largest impact,followed by product design,promotion efforts,channel convenience,and service level has the smallest impact;Among the three alternative expansion strategies,the differentiation strategy has the highest total attraction score,followed by the cost leadership strategy,and the centralization strategy has the lowest total attraction score.The optimal expansion strategy mode should be the differentiation strategy.On this basis,from the five dimensions of product element differentiation,price strategy differentiation,channel expansion strategy optimization,promotion and expansion strategy optimization,and service quality improvement strategy,the specific measures for promoting the differentiation strategy of "benefiting farmers E-loan" of the grass-roots institutions of the Agricultural Bank of China are proposed,which will help the bank to form its own characteristics and brand The use effect and technical support provide customers with irreplaceable services to enhance their stickiness.