Research On Rural Marketing Strategy Of Retail Business Of J Rural Commercial Bank

Socialism with Chinese characteristics has entered a new era.This puts forward new requirements for the development of rural finance,especially for the business of the agricultural and Commercial Bank.Implementing the strategy of rural rejuvenation is a major decision-making and deployment made by the CPC Central Committee with Comrade Xi Jinping at its core,which accords with the new expectations of hundreds of millions of peasants for a better life.It is a new banner and general grasp of the work concerning agriculture,rural areas and farmers in the new era.The report of the 19th National Congress of the Xiaokang points out that the implementation of the rural revitalization strategy is the focus of the economic work to solve the unstable regional development and complete the construction of the Xiaokang.We must deepen the reform of the financial system,strengthen the ability of financial services to the real economy,and promote the healthy development of the multi-level capital market.The phenomenon of“financial disintermediation”appears gradually in the domestic investment and financing system.At present,financial institutions are increasingly turning to retail banking,turning the retail banking into a new profit-driven business.Based on the theory of marketing strategy of Commercial Bank,combined with the current situation of Rural Marketing Business Development of retail business of J agricultural commercial bank,this paper uses PEST analysis,SWOT analysis,this paper makes an all-round analysis on the rural marketing of the retail business of J agricultural and Commercial Bank of China,and expounds the factors influencing the development of this business,the proposed optimization plan focuses on mechanism,innovation,capital,talent,marketing positioning and so on.The article consists of seven chapters:the first chapter is an introduction.The second chapter is the Commercial Bank retail business and the marketing strategy outline.The third chapter is J agricultural and Commercial Bank retail business rural marketing internal environment analysis.The Fourth Chapter is J agricultural and Commercial Bank retail business rural marketing external environment analysis.The fifth chapter is J agricultural and Commercial Bank retail business rural marketing strategy choice and path.The sixth chapter is the implementation of rural marketing strategy of retail business of J agricultural and Commercial Bank.The last chapter is the conclusion and prospect.Through the analysis of J agricultural and Commercial Bank's retail business development,we find that in its rural marketing work,there are some problems,such as imperfect mechanism system,insufficient innovation and development ability,lack of special fund investment,insufficient reserve of talents,inaccurate marketing positioning and so on.Based on this,this paper puts forward some practical countermeasures,such as finding the right market position,broadening the scope of business,building smart retail banks,diversified marketing,actively integrating into rural culture,etc..The paper also puts forward 6 safeguard measures in the aspects of evaluation,organization,technology,personnel,idea and fund for the effective implementation of the countermeasures.It has certain guiding significance to rural marketing strategy of retail business of J agricultural and Commercial Bank.