Research On Yellow River E-Loan Marketing Strategy Of SY Sub Branch Of Guyuan Rural Commercial Bank

Over the past 30 years of reform and opening up,China’s economy has developed rapidly.However,compared with cities,China’s rural economy has been in a weak position,and rural financial services have not been able to solve its inherent defects,which are mainly manifested in the single rural financial structure,unbalanced development of supply and demand,small coverage of financial services in rural areas,and small credit scale,which cannot meet the needs of rural economic development.The CPC Central Committee has made important instructions on deepening rural financial reform several times.The 19th National Congress of the Communist Party of China further proposed to implement the strategy of rural revitalization as an important part of rural work.In recent years,the rapid development of Internet finance has brought a huge impact on traditional physical financial services.In order to change the plight of work,financial reform is imperative.The Yellow River Rural Commercial Bank,the head office of Guyuan Rural Commercial Bank,timely launched a paperless office system for credit,and launched the"Yellow River e-loan" product relying on big data analysis and mobile banking.This paper comprehensively uses the marketing theory and relevant research methods,including literature analysis,qualitative research methods and interview methods,and uses SWOT method to analyze the internal advantages and disadvantages and external opportunities and threats faced by SY Sub branch in the process of market competition.Through SWOT analysis,it is concluded that overall,the external development opportunities of the e-loan business development of SY Branch of Guyuan Rural Commercial Bank are greater than the external threats,and the internal advantages are more than the internal disadvantages.On the basis of SWOT research,the paper carried out STP analysis,constructed the marketing strategy of e-loan business of Guyuan Rural Commercial Bank SY Sub branch from seven aspects,including product,pricing,channel,promotion,process,personnel,and physical display,and proposed the guarantee measures for the marketing strategy.The research course of this paper clarifies the orientation of the marketing activities of the Yellow River e-loan business of SY Sub branch,and provides an effective reference for SY Sub branch to do a good job in e-loan business marketing.