Research On The Optimization Of The Marketing Strategy Of The Personal Loan Business Of F Rural Commercial Bank

Personal loan business originated in Western countries after the war,also known as retail loan,and has become an important lending business after decades of development.In recent years,the continuous progress of the real estate business cycle and the accelerated development of online finance have brought new opportunities to the personal loan business of commercial banks,but also made them face enormous challenges.Compared to Western countries,the development of personal loan business in China is slightly lagging behind,and the pace of development is also relatively slow,so its market space is still relatively large.In recent years,various banks have focused on stimulating the potential demand of customers and increasing the market share of their personal loan business.This article takes the personal credit business of F Rural Commercial Bank as the research object,and analyzes and studies the marketing strategies of personal credit business using literature analysis,survey research,Porter’s Five Forces Model,SWOT,and other analytical methods.Firstly,the research background of personal credit business marketing strategy is analyzed,and the research framework and content of personal credit business marketing strategy of F Rural Commercial Bank are clarified by summarizing the current research situation at home and abroad.Secondly,I analyzed the problems existing in the personal loan business of F Rural Commercial Bank,and found that the problems include customer fission difficulties,high costs and low returns,insufficient convenience of loans,poor communication with customers,and poor publicity effects.I also analyzed the causes of the above problems.Thirdly,the marketing environment of F Rural Commercial Bank’s personal loan business is studied,and the advantages and disadvantages of personal loan business marketing are elaborated from both the external macro level and the internal micro level using the Porter Five Forces Model and SWOT analysis method.Finally,it proposes the optimization and improvement strategies and corresponding safeguard measures for the current personal credit business marketing of F Rural Commercial Bank.