Research Of Wuxi Rural Commercial Bank’s Marketing Strategy

The uneven development of rural finance in China has hindered the development of rural economy, solving the problem of rural finance is an important link to solve the problem of rural economic development. With the deepening of reform, China’s rural financial system has been improved, and has effectively promoted the development of rural economy. Along with deepening the reform of the promotion of China’s rural finance, rural commercial bank will usher in great difficulties, which requires standing on the new starting point, grasp the opportunity, meet the difficult come determined on the market positioning, determine the needs of the market, planning development strategy, is planning and development strategy for future agricultural commercial bank sustainable development can bring great development chance. Therefore, this paper selects the hot market, to Wuxi rural commercial banks as the research object, in the face of the new market environment, launched a comprehensive marketing strategy research, think of Wuxi rural commercial bank comprehensively deepen reform to provide strong theoretical and practical basis.This paper is based on the analysis of the rural commercial bank marketing strategy, which is to Wuxi rural commercial bank as a case study, and analysis of the market environment both inside and outside the enterprise of Wuxi rural commercial bank, according to the competitive environment to the best market strategy. Under the support of the theory of marketing strategy, the use of case analysis, the theoretical analysis of the model validation and analysis, which makes the study more convincing. The main conclusions of this paper include the following aspects:From the point of view of macro environment, bright prospects of Wuxi agricultural financial services firms, policy benefited from the Wuxi Municipal Government for the development of agriculture industry support; the rapid growth of the economy due to the financial globalization process accelerate, national economy, Wuxi City foreign trade situation is getting better and better and the continuous upgrading of industrial structure; social benefits in the capital markets continue to improve, consumer demand rising; technology due to the rise, development and application of electronic banking.Wuxi agricultural firms competitive ability can be used "lack the advantage, disadvantage is obvious" to describe, the advantage is only limited in three respects:the regional policy, customer base and information technology cost low and disadvantages is deep into the five aspects of organizational structure, marketing system, human resources, the level of management and product innovation, can be described as each are pertinent. Under the coexistence of opportunity and threat, the Wuxi agricultural firm should take the reverse strategy and defensive strategy, seize the opportunity and avoid the direct impact of the threat.Through the analysis of the actual situation of Wuxi agricultural firms through the combination of Potter’s competitive strategy, we can sum up the development strategy of Wuxi agricultural firm financial business:"the difference strategy under the appropriate concentration of the target market". Seize key customers to implement differentiated strategies based on innovative products and innovative services.According to the present situation of agricultural firms in Wuxi, from the capita], talent, technology and internal control four aspects of guaranteeing the smooth implementation of Wuxi commercial bank business security measures.The rural commercial bank market development strategy theory based on by based on the analysis of macro and micro environment, to further develop the corresponding Wuxi rural commercial bank marketing strategy, and further proposes the corresponding measures. However, for the development of other types of rural commercial banks still does not have to, in a further selection of different types of rural commercial bank comparative research, further more comprehensive rural commercial bank’s market development strategy.