Intermediate Business Situation And Marketing Strategy Research Of Alxa Rural Commercial Bank

It is a very important year for China’s financial industry reform in 2015.The Internet financial and mobile financial has got a great progresses. The Private Banks has access to the financial industry.As the advancement of Interest rate marketization,and the launch of the deposit insurance system and financial regulatory reform acceleration, all of this largely changes customer channels of financial consumption and using habits.The customers’ dependence and utilization rate to the physical network is declining. The traditional banking business is no longer a scarce resources, the traditional banking business is not only difficult to adapt to the change of customer demand, but also difficult to adapt to the change of market competition. In recent years, the deceleration of economic development and economic transformation,the economic structural adjustment and the digestion phase effect of large-scale stimulate, which makes the domestic commercial Banks gradually revealed problems such as asset quality, management and so on that covered in the rapid economic expansion.The asset quality deterioration and profit margins is compressing in Some Banks. At this background,the intermediate business income has become the major point of profit growth.Usually international famous commercial Banks’ intermediate business income accounted for the proportion of revenue at more than 50%.16 listed Banks in China in 2014, the China Merchants Bank intermediate business income accounted for the proportion of revenue is the largest,the proportion of 32.47%. By the analysis of Alxa rural commercial bank’ intermediate business of management situation and the marketing strategy at present, combined with the 7Ps marketing theory, market segmentation theory, SWOT analysis model and related theory, This article finds suitable intermediate business products and marketing strategies for their own development. Put forward unique marketing innovation measures for suitable local economic development and customer groups, improve the proportion of the intermediate business income, improve the quality of assets, thereby increasing the local market competition ability and market share of Alxa rural commercial bank, ready for the negative impact of interest rate marketization, the Internet financial and the Private Banks to enter.