Research On The Marketing Strategy Of Personal Credit Business Of Tengzhou Rural Commercial Bank

Rural commercial bank,as a mainstay of local finance,should take into both aspects:keeping sustainable development with the financial pace and profit model of local finance,and giving consideration to the social benefits to take the responsibility of inclusive finance.China’s high-speed economy has gradually been transformed into a new stable and improving normal and the industrial reconstructing has taken a leap forward.The No.1 document of central authority has focused on three rural issues for many continuous years.From this,rural commercial bank should investigate the development strategy of credit business,carry out its duty of three rural issues and allocate the scarce financial sources to the "three rural",which makes plenty of senses to support the "three rural"。TZ lies in the south part of Shandong province,which is the most populous county-level city.TZ rural commercial bank,as the study object in the present study,is the first rural commercial bank in South Shandong.Facing downward economic pressure and the innovation of financial system,the present study carries out three aspects of research work.External and internal environment analyses of the personal credit business are conducted.On basis of local economy and financial environment,the key factors of the external environment affecting personal credit business are explored from the three aspects of macro environment,industry environment and competitor.Similarly,the key factors of the internal environment affecting personal credit business are explored from the two aspects of sources and competitiveness.According to the above-mentioned research,the present study determines the interview outline and transcribes the contents coming from the staffs in different departments.The interview analysis further discusses the external and internal environment.SWOT analysis judges strengths,weaknesses,opportunities and threats of personal credit business,which provides marketing proposals and recommendations for the development of personal credit business.Marketing strategy analysis and formulation of the personal credit business are conducted.Referring to the principles and objectives of marketing strategy,the market suitable for the personal credit business of TZ rural commercial bank is determined through market segmentation,target market selection and positioning by STP theory.Then,4P theory is utilized to propose a marketing mix strategy combined with product classification marketing,interest rate classification pricing,broadening customer acquisition channels.The safeguard measures of the personal credit business are set forth.For ensuring sound operation of commercial bank,the safeguard measures are a hybrid of organization,culture,manpower,system and informationize based on the established meticulous management theory.To sum up,the present study has explored the well-suited market the personal credit business of TZ Rural Commercial Bank according to the comprehensive external and internal environment analyses.Combined with development practices of large and medium-sized commercial banks,a marketing mix strategy is suggested to provide some references for rural commercial banks that has the same scale and faces development difficulties.Through the analysis of the development environment of TZ Rural Commercial Bank,the marketing direction of TZ Rural Commercial Bank’s personal credit business is studied,combined with the development experience of my country’s large and medium-sized commercial banks,and the marketing strategy suggestions for TZ Rural Commercial Bank’s personal credit business are put forward.Provide some reference suggestions for rural commercial banks of the same scale and facing the development dilemma.