The Study On Tianjin Jinnan Village Bank Marketing Strategy

As China attaches great importance to rural development focused on the Three Rural Issues(issues relating to agriculture,rural areas and farmers),the rural financial services have been taken seriously and greatly supported by the relevant policies.The rural banks in China have witnessed remarkable growth in recent years,and experienced both opportunities and severe challenges.Presently,opening up of the rural financial market comes after increasingly open financial market;gradual improvement of marketization process of the interest rate market,and increased competition of the financial service sector deteriorate the business environment of Tianjin Jinnan Village Bank(hereinafter referred to as Jinnan Bank)which is in any case just like a small boat if we consider other giant banks in the sectors as large ships,and is exposed to huge risks in case of financial turmoil.To find itself in an advantageous position in such adverse market environment,learning and applying advanced marketing strategy appear to be particularly important for Tianjin Jinnan Village Bank,and the process of such learning and application can be instructive and strategically significant for Tianjin Jinnan Village Bank.Firstly,this paper briefly outlines the basic theories applied,including the theory of marketing and bank marketing as well as concept of SWOT analysis.Secondly,this paper makes an exhaustive analysis on internal environment(advantages),disadvantages and external environment(opportunities and threats)of marketing for Tianjin Jinnan Village Bank by means of SWOT analysis.The analysis indicates that Tianjin Jinnan Village Bank did not do well in response to external opportunities and threats,as well as in eliminating its weakness,but performed excellently in making use of its own advantages.This paper designs a SWOT matrix model based on the business environment of Tianjin Jinnan Village Bank and defines Tianjin Jinnan Village Bank's advantages in effective implementation of decisions so as to guide Tianjin Jinnan Village Bank to seize the external opportunities;gives some strategy proposals like coping with threats by designing its own financial products and services based on experience of its originating bank.Thirdly,this paper analyzes the seven elements of Tianjin Jinnan Village Bank,such as products,price,channel,promotion,personnel,physical display and process,and concludes that Tianjin Jinnan Village Bank has many problems: products are simple,services are not innovative,channels overemphasize face-to-face marketing but ignore importance of advertising and promotion,staffing is arranged unreasonably,and hardware facilities are slowly updated.Lastly,based on detailed studies,this paper puts forward some marketing strategies for Tianjin Jinnan Village Bank "innovation + imitation",differentiation,comprehensive pricing and financial service station,advertising strategy for brand promotion,people-centered staffing strategy,improving infrastructure building,visualization of services and focus on feedback process and other marketing strategies which are matched with its reality and market;proposes also some recommended supporting measures.This paper is designed to give some practicable and instructive advice to Tianjin Jinnan Village Bank in respect of marketing strategy.Meanwhile,this paper also indicates its shortcomings,and expects to present deeper study based on future's work and life experience.