Maketing Study About China Rural Credit Cooperatives Bae On Customer Value Chian

A customer in modern marketing is a living person who has complex living consumption needs, and chases the living value maximized. So the enterprises need to research customer-value- chain, and work to achieve the customer'living value even enlarge the value. China Rural Credit Cooperatives is a finance enterprise, so its marketing must base on the need and the value of customer (mainly farmer). This thesis bases on customer Value Chain to study the marketing of China Rural Credit Cooperatives.The farmer needs the product and service of rural credit cooperatives. He has living needs, production needs and investment needs. These needs are dynamic and complex. China rural credit cooperatives were government enterprise formerly. They have little marketing consciousness, have singly marketing method, and they have simply saving and loaning business. So it is very difficult to be fit with the farmer's complex finance need. This thesis analyzes the present marketing conditions of China rural credit cooperatives, rural marketing character and some marketing problems about rural credit cooperatives. The thesis points out the work of rural credit cooperatives have not been based on the customer value chain, have not regarded the customer value as the core of enterprise value chain. China rural credit cooperatives can show its value by helping farmer achieve his consumption value and living value. As a finance enterprise, the rural credit cooperatives must to gain profit. So and so only, the rural credit cooperatives can survive long to guarantee the customer's benefit, and guarantee the farmer's benefit.And the thesis introduces the experience of rural finance from Japan, German, and India. The rural finance work of these countries is very good. Japan rural credit cooperatives have development strategy basing on customer's needs. German rural credit cooperatives have very good product researching way. India rural credit cooperatives pay close attention to industrial chain and value chain about credit management. All these should be studied by our rural credit cooperatives.Later, the thesis analyzes the customer's needs of China rural credit cooperatives, customer individual consumption value chain, and customer consumption-mix value chain. And the thesis studies service marketing strategy basing on customer individual consumption value chain, symbiotic marketing module basing on customer consumption-mix value chain, and profit module basing on customer value increasing.In the end, the thesis get a conclusion that if China rural credit cooperatives want to enhance the marketing competition and gain profit, they must adopt marketing strategies basing on customer value chain, and carry on inner symbiotic marketing to enhance its employee's satisfaction, and carry on outer symbiotic marketing to enhance customer's royalty.