Research On Marketing Strategy Of Yinan Rural Commercial Bank's Micro-finance Business

China has become a major agricultural country in the world by virtue of its vast land resources and suitable climate.The development of agriculture determines the development of the national economy as a whole to a certain extent.The promotion of rural and agricultural development can not be separated from financial support,in which micro-finance is of vital importance.The farmers' demand for funds reflects many times and the amount is small.Characteristics,micro-credit is very in line with these needs,relatively speaking,the threshold of micro-finance loans is relatively low,and more flexible.Up to now,micro-finance has undergone several years of development,to optimize the rural financial system has played an obvious role in optimizing the supply and demand of funds and financial system allocation.Our government attaches great importance to the role of micro-finance in poverty alleviation,and has gradually developed to the whole country.With the deepening of China's economic restructuring process and the gradual maturity of China's modern commercial banking system,the competition among banks has become more intense than in the past,which has brought new challenges to the Rural Commercial Bank.Rural Commercial Bank must strengthen its awareness of credit marketing,explore a set of micro-finance marketing strategies in line with its own development through the analysis of internal and external environment,in order to find a place in the current competition.Rural Commercial Bank is promoting micro-finance.At the same time,through its own marketing strategy to better serve the "three rural areas",to ensure their healthy development while promoting the growth of rural economy.On the basis of "4PS" marketing theory,credit rationing theory,integratedmarketing theory and so on,this paper takes the small credit business of Yinan Rural Commercial Bank as an example,and probes into its marketing strategy deeply.First of all,it introduces the research background,purpose and significance of the subject,and briefly introduces the research methods and main research contents.Secondly,it summarizes the background,characteristics and development status of micro-finance in rural commercial banks.Through reading the related documents of the former,this paper collates the necessary theory of this paper,and then,by using PEST analysis and Porter's "five forces" analysis method,the paper analyzes the small credit of Yinan Rural Commercial Bank.This paper analyzes the micro-marketing environment and macro-marketing environment of credit business,and analyzes the advantages,disadvantages,opportunities and threats of the micro-credit business of Yinan Rural Commercial Bank through SWOT analysis.Find out the marketing problems of the micro-finance business of Yinan Rural Commercial Bank,and then,with the STP analysis method,study the market segmentation,target market selection and market positioning of the micro-finance business marketing,and based on the 4PS marketing theory,the paper makes a research on the market segmentation,target market selection and market positioning of the micro-finance business of Yinan Rural Commercial Bank.The marketing strategy of Yinan Rural Commercial Bank's micro-finance business is designed from four aspects: price,channel,product and propaganda.Finally,in order to ensure the Yinan Rural Commercial Bank,the marketing strategy is designed.Implementing effective marketing strategy,putting forward a series of safeguard measures,including establishing and perfecting organization and management system,strengthening risk prevention and control of micro-finance business,optimizing training and incentive measures of marketing personnel,Optimize the processing process of micro-finance business,etc.Based on the modern marketing theory,this paper studies the marketing strategy of the small credit business of Yinan Rural Commercial Bank,and finds out the existing problems.Combined with its micro marketing environment and macro marketing environment,this paper puts forward more operable marketing strategies,which provides a valuable reference for Yinan Rural Commercial Bank to formulatemicro-finance marketing strategy in the future.