Strategy Research On Bank Loan Marketing Of Xinjian Rural Commercial Bank

With the rapid development of social economy and the gradual improvement of people's request to the quality of life,people's demand for finances is also on the increase,which provides a wide market for the development of loan transaction in Xinjian District in Nanchang,in the recent three years,the scale of loan in Xinjian District has been rapidly increasing at an average speed of double-digit growth.As the largest local bank in the Xinjian District,the Xinjian Rural Commercial Bank must grasp the opportunity to improve its ability of loan marketing and consolidate its dominant position in financial marketing in Xinjian District.On the other hand,with the speeding up of the process of interest rate marketization and full liberalization of bank's deposit and lending interest rate's lower limit,the fierce competition between banks makes banks spreads narrowed sharply,which forces the Xinjian Rural Commercial Bank to do loan marketing actively and effectively to strengthen its own profitability.This article approaches like PEST and SWOT are applied to this text,which makes a detailed analysis of the external environment and the existing advantages,disadvantages,opportunities and challenges that the loan transaction ofthe Xinjian Rural Commercial Bank is facing;then,through the analysis of the target market,it makes an accurate marketing positioning for the Xinjian Rural Commercial Bank.And it also applies 4PS theory to build the loan marketing strategies for the Xinjian Rural Commercial Bank from multi-angles such as product,price,channel and promotion,and the guarantees of implementing these strategies including the construction of the internal operation,the construction of incentive and restriction system,the construction of the marketing team and risk prevention strategy and so on to help the Xinjian Rural Commercial Bank to improve its marketing ability in loan transaction and lay a solid foundation for its transformation,upgrading and the rapid and stable development.