| The outbreak of the new crown pneumonia epidemic in 2020 has intensified the volatility of the financial market,and maintaining the stability of the financial market is inseparable from the support of stable and sustainable resident deposits.As China deepens economic system reform,the financial market mechanism continues to improve,the financial industry continues to open to the outside world,and various financial institutions develop rapidly.Village banks not only face fierce competition from peers in the operation process,but also are subject to the pressure of other nonbank financial institutions.Squeeze makes it difficult for them to gain a competitive advantage.Even if rural residents and agricultural production entities have improved financial service awareness,the operating environment for village and township banks is still relatively difficult.The marketing concept and product development of rural banks need to be resolved urgently.To achieve better development of rural banks,they must establish correct marketing ideas,actively innovate in products,and strengthen marketing strategies.Therefore,this paper takes Fuyu Huimin Rural Bank as an example to analyze the operating characteristics and operating environment of rural banks,and formulate relevant product marketing strategies.The savings and deposit business of village and town banks in Jilin Province has the following characteristics.First,the economy in the northern region is relatively backward,and the retail transformation of various village and town banks is slow;The second is that due to the tightening of the national policy for earmarked funds,the amount of deposits in public accounts has plummeted;The third is that the elderly customers are the main group of savings deposits.The marketing strategy is to carry out price wars,increase the interest rate of savings deposits,and increase the interest payment cost of savings deposits.At the same time,the implementation of marketization of loan interest rates has reduced loan interest rates year by year,forming a village the unsustainable development trend of decreasing bank profits year by year.With the transformation and development of retail business in Fuyu Huimin villages and towns,savings deposits have increased significantly,mainly due to the following characteristics: the market share is low,but the amount of savings deposits continues to rise;most of the savings deposits come from price competition;savings deposit channels mainly from offline outlets;the share of innovative products is relatively low.With the rapid growth of savings deposits,Fuyu Huimin Village Bank is facing higher market risks and the risk of unsustainable development as deposits increase.As a financial institution based on Sannong,Fuyu Huimin Rural Bank,compared with other banks in the same industry,there is a certain gap in terms of product types and management level.single problem.In this paper,through the macro marketing environment,micro marketing environment and SWOT analysis,comprehensive analysis of various factors in the internal environment and external environment,in the process of operating offline outlets,find problems and adjust the management mechanism,so as to improve the management mechanism,and achieve the upgrade of the management mechanism and have a good competitive advantage in the financial industry,create a good competitive environment,and a reasonable distribution of benefits.Mainly formulate marketing strategies from the following two perspectives:First,start from the opportunity to use the government’s preferential policies to develop a better marketing environment for Fuyu Huimin Village Bank,so as to cultivate a good cultural environment,shape a good brand image,and improve the overall level of employees,optimize the marketing strategy,and form a complete set of sustainable development marketing strategies.Second,we should get rid of the past interest rate competition method and turn to an all-round competition system,develop from the previous middle-aged and elderly customer groups to all-age customer groups,and build an Internet marketing system centered on the development of Internet finance,so as to formulate a set that can be beneficial to the future marketing strategy. |
