Research On The Marketing Problems And Countermeasures Of Inclusive Financial Products Of Rural Commercial Banks

Due to the requirement of "developing inclusive finance" in the "Decision of the Central Committee of the Communist Party of China on Several Major Issues Concerning Comprehensively Deepening Reform" of the Third Plenary Session of the 18th Central Committee of the Communist Party of China in 2013,the relevant management departments of inclusive finance attach great importance to the development of inclusive finance and actively implement the concept of providing comprehensive and effective financial services to all levels and audiences.As a county legal entity,rural commercial banks should vigorously develop inclusive financial services,conduct research on the development path of inclusive financial services,provide comprehensive and reliable inclusive financial products,increase financial support for "agriculture,rural areas,and farmers",enhance the level of local financial services,and enhance the vitality of regional development,so as to achieve their own sustainable and high-quality development.This article takes the inclusive financial business of G Rural Commercial Bank as the main research object.By using research methods such as literature analysis,questionnaire survey,and case analysis,and using the Porter Five Forces Model,the external competitive environment of G Rural Commercial Bank is analyzed and summarized.Data such as the balance of inclusive financial loans and agricultural related loans,the number of households,and product implementation of G Rural Commercial Bank are collected and collated,including horizontal competition,and the marketing status of G Rural Commercial Bank is analyzed,At the same time,a business satisfaction survey was conducted on the inclusive financial customers of G Rural Commercial Bank.Based on the questionnaire,it was found that G Rural Commercial Bank currently has problems such as inaccurate positioning,insufficient product competitive advantage,unclear price advantage,inefficient promotion methods,narrow channel channels,poor work efficiency of service personnel,inadequate physical display,and complex service processes.Through the above series of analysis,combined with 7Ps marketing theory,this paper proposes optimization strategies and suggestions for the marketing of G Rural Commercial Bank’s inclusive business from the aspects of strengthening product innovation,expanding marketing channels,and strengthening corporate culture construction.