Research On The Marketing Strategy Of Licheng Subbranch Of Rural Commercial Bank Of Quanzhou

In countries with good credit systems,personal consumer credit already accounts for 30% of total bank loans.The higher the asset quality of the Banks,the greater the proportion: Citibank already accounts for 60%.The proportion of personal consumption credit in China’s Commercial Banks only accounts for about 1% of total bank loans.The research object of this paper is Puhui card,a branch of Licheng sub-branch of Rural Commercial Bank of Quanzhou.Based on the business marketing development situation and existing problems of Puhui Card of Licheng sub-branch of Rural commercial Bank of Quanzhou,this paper proposes a marketing mix strategy in the hope of providing ideas for the obstacles to the development of personal comprehensive consumer finance business of Licheng sub-branch and enriching the research on the marketing of financial services products of Commercial Banks.It was intended to provide references and basis for similar marketing problems encountered by Rural Commercial Bank of Quanzhou and other ommercial Banks in the course of development through the study of marketing strategy combination.This paper firstly discusses the product characteristics,business processing process and current situation of risk control of Puhui card,then elaborates the marketing problems of products,channels,prices and strategies encountered in the process of developing Puhui card business.By analyzing the reasons of the above problems,it analyzes the shortage of credit system,the lack of service level and the impact of bad loans,and finally puts forward the combined countermeasures to deal with the marketing strategies of Puhui card of Licheng sub-branch of Rural Commercial Bank of Quanzhou.This paper puts forward the difficulties faced by the financial product marketing of Rural Commercial Bank of Quanzhou,Licheng sub-branch,in the scope of business practice.In addition,increase proportion of Puhui card,this king product also benefit for the business development of Rural Commercial Bank of Quanzhou to create a new customer base,optimizing the structure of the bank.The case study was adopted to analyze the current situation of Puhui card marketing in Quanzhou Rural Commercial Bank,starting from the current situation of Puhui card marketing in Licheng sub-branch of Rural Commercial Bank of Quanzhou,to analyze the current deficiencies in product marketing and dig deep into the root of the problem.