Research On The Marketing Strategy Of Zhoushan Dinghai Ocean Rural Commercial Ban

With the rapid development of social economy and the continuous progress of Internet technology,China has ushered in the era of Internet finance.In this era,consumers are increasingly demanding bank financial products and services.For consumers,the role of banks is no longer limited to savings and credit.As a unique financial institution in China,Rural Commercial Bank also faces opportunities and challenges in the new era.As one of the local financial institutions in Zhoushan city,Zhoushan Dinghai Marine Rural Commercial Bank has been committed to serving "agriculture,rural areas and farmers".From the current business model,the bank’s main market is still concentrated in rural areas,and its customer groups are mainly rural customers.With the development of local economy,more and more banks have joined the market competition in Zhoushan city.Apart from the four state-owned banks,there are also many commercial banks,such as China Citic Bank,Shanghai Pudong Development Bank,Mintai Bank and so on.These commercial banks after the stable local market share,also gradually to the market landscape extends to the rural financial business,this means that Zhoushan Dinghai Marine Rural Commercial Bank must timely adjustments must be made to the existing marketing strategy,excellent marketing experience at home and abroad for reference,actively,launch marketing strategy can adapt to the new era of economic development.Firstly,this thesis analyzes the theoretical research status of marketing and bank marketing at home and abroad by literature analysis.Secondly,taking Zhoushan Dinghai Marine Rural Commercial Bank as the research object,PEST analysis method is used to analyze the macro environment of the banking industry,and Porter’s Five Forces model is used to analyze the competitive environment of the banking industry.Then,through questionnaires and in-depth interviews,the bank’s current marketing status data and customer feedback information are collected,and the problems existing in the current marketing status of the bank are analyzed,including the lack of interesting marketing methods,the customer’s sense of profit needs to be improved,the lack of interactive marketing methods,product homogenization and lack of personalized.Then through SWOT analysis analysis of the bank’s internal strengths and weaknesses,external opportunities and challenges,to develop the bank’s marketing strategy.Finally,this thesis proposes solutions to these problems,optimizes marketing strategies,improves marketing personnel’s verbal skills,and designs interesting marketing verbal skills.At the same time,it expands marketing platforms and tries diversified marketing methods to enhance the fun of marketing.Strengthen the promotion,enrich the credit card business,and improve customer satisfaction to enhance the benefits of marketing;Establish customer information database as soon as possible,open exclusive customer service for individual customers to improve the interaction of marketing;Actively give full play to the creative design of personalized financial products,ensure the personalized product push content to improve the personalized marketing.It is hoped that the research of this thesis can help Zhoushan Dinghai Marine Rural Commercial Bank to solve the current marketing dilemma,and also provide solutions to similar problems of other banks.