Research On Optimization Of Marketing Strategy Of Ceramic Wholesale Market Of Luozhuang Rural Commercial Bank

The 19th National Congress of the Communist Party of China gave birth to the "Rural Revitalization Strategy",which is the inevitable need of comprehensively doing a good job in modernization and injecting new power into rural development in the new era.As the most basic unit of the whole national economy,county economy is the most essential driving force in the process of urbanization and an important part of the Rural Revitalization Strategy.With the change of China’s macro-economic situation,the traditional financial institutions have also stepped out of the historical dividend period of "lying in the making of money".In addition,the impact of online payment and settlement forms such as WeChat and Alipay has become increasingly fierce in the financial market.With the powerful opportunity of increasing national support for rural revitalization,banks and commercial banks in various countries have sunk their service outlets and implemented the strategy of "cities surrounding rural areas",so as to comply with the national policy guidance and seek broader business development space for themselves under the fierce market competition pattern.More and more financial institutions began to set up service outlets in the county,and even established village level financial service stations through the cooperation mode,breaking the previous situation that rural credit cooperatives,rural cooperative banks and rural commercial banks were dominant in the county.In the county economic composition of Linyi City,various professional wholesale markets have become the meat and potatoes in the eyes of financial institutions because of their large capital flow and strong financial demand.Due to the relatively single financial products,insufficient penetration of financial services and low level of online settlement,agricultural commercial banks are losing their traditional advantages in professional market competition.This thesis selects Shandong Linyi Luozhuang rural commercial bank as the research object.Firstly,it defines the research significance,research methods and research content,and comprehensively expounds the marketing theory,relationship marketing and service marketing theory of modern commercial banks at home and abroad;Secondly,the SWOT theory is used to conduct in-depth analysis and Research on the internal and external competitive environment of Luozhuang rural commercial bank in the professional ceramic wholesale market,and then the online questionnaire is used to conduct extensive research on the market merchants,so as to find out a series of problems in the five aspects of customer base,product portfolio,service follow-up,brand building and customer loyalty;Finally,using the 7p theory of marketing mix,this thesis summarizes and puts forward that according to the needs of professional wholesale market,launch or package more abundant products or product portfolio,provide various convenient value-added services based on financial services,differential pricing and penetration pricing of deposit and loan interest rates in light of market slack and peak seasons,identify market relations,dig channels With the help of theme promotion activities on important festivals or hot topics,strengthening personnel combination marketing,increasing publicity and display of tellers and personnel,optimizing service process marketing and other strategies,Luozhuang rural commercial bank comprehensively optimizes the marketing strategy for the professional ceramic wholesale market,and effectively improves the network performance,It also provides a reference model for rural commercial banks and other commercial banks to market to specific customer groups.The main innovation of this thesis is not empty theoretical research,but through the field interview and questionnaire survey on the professional wholesale marketing of Luozhuang rural commercial bank in Linyi,Shandong Province.On the one hand,it can find operable methods for the marketing of rural commercial banks in a single segment field,so as to give better play to the role of the main force of local finance.At the same time,it will attract more scholars to pay attention to how to follow up the pace of modern commercial banks after the joint-stock reform,effectively realize the innovative development of marketing,and find more extensive and practical marketing strategies and development strategies for many rural commercial banks.So as to have a place in the era of digital finance and get faster and better development.