Research On Marketing Strategy For Agricultural Enterprise Loan In Agricultural Bank Of China Changchun Branch

In recent years,with the rapid development of economy,science and technology,the issue of "agriculture,rural areas" has become the focus of national attention.In the course of the development of modern agriculture,rural areas and farmers,"agriculture,rural areas and farmers" is an important part of modern people's livelihood.The quality of solving the problems determines whether China's social governance system can adapt to the new changes in the new era.As a large state-owned commercial bank,ABC shoulders the historical mission of "serving agriculture,rural areas and urban areas",especially strengthening the rural revitalization construction,and increasing the lending of county areas and rural enterprises.This paper takes agricultural enterprise loan in ABC Changchun branch as the research object,uses the basic theories of marketing management,analyzes the development status and marketing status of the agriculture enterprise loan in ABC Changchun branch,and formulates feasible marketing products,prices,channels and promotion strategies.Firstly,this paper analyzes the macro and micro environment of the loan business of agriculture in Changchun branch of ABC,and makes SWOT analysis.From the point of macroscopic environment,the long history of agricultural culture heritage accumulated a good agricultural development environment,the full support of rural revitalization of construction,fight poverty to be completed,support the development of the county and the private enterprises is one of the important guidelines for countries at all levels of government and financial institutions relevant policy support for agricultural enterprises to build the current virtuous developmentof the enterprise market environment.From the perspective of the micro environment,through the analysis of the operation and management philosophy of ABC Changchun branch,which is inclined to the development of "agriculture-related" businesses,as well as the needs of target customers,combined with the current fierce inter-bank competition,the loan business of agriculture enterprises is basically in a healthy competitive development stage.Secondly,according to the geographical location,the size of enterprises with financing needs and the overall strategic development layout of ABC,the target market is segmented,and the target is targeted at the market of county enterprises and the market of large agriculture-related enterprises in cities.Thirdly,this paper makes use of the 4PS theory in the marketing theory to formulate the marketing strategy for Changchun branch of ABC,and proves the role of the marketing product portfolio through the practical cases.In the end,this paper respectively from the system and mechanism level marketing team construction two aspects of the marketing guarantee measures.At present,the national and local governments strongly support the development of agriculture.Rural revitalization and poverty alleviation has become national priorities.The head office of the ABC has also formulated a series of policies to fully support the economic development of agriculture.Under the extremely fierce competition in the industry,ABC Changchun branch urgently needs to explore new ideas and find new methods for the business development of agriculture.How to give full play to the role of loan business in the bank operation and at the same time guarantee the social responsibility is a question worth thinking about.The research of this paper will be of guiding significance for the ABC Changchun branch to maintain the leading position in the market,improve the market share,increase the profitability and increase the loyalty of enterprises.