Research On Marketing Strategy Of Agricultural Bank HY Sub-branch Agriculture-related Personal Loan Business

With the rapid development of economic globalization,China’s social environment and economic situation have undergone profound changes,which bring great opportunities and challenges to the development of domestic banking industry.Agricultural and rural development has always been the priority of national economic development,along with the implementation of the rural revitalization strategy,agricultural modernization and new rural construction,help agriculture support agriculture policy to bring opportunities for bank development,individual loans related to agriculture have great development potential.HY Branch of Agricultural Bank of China actively responds to the national policies and the requirements of the head office,actively carries out agriculture-related personal loan business,and has made some progress in the agriculture-related loan market.With the gradual entry of the same industry competitors into the agriculture-related personal loan market,the competition among different financial institutions has become more and more intense,and the marketing of agriculture-related personal loan business of HY Branch of Agricultural Bank of China is facing many challenges.Therefore,improving the marketing strategy of agriculture-related personal loan business of HY Branch of Agricultural Bank of China has become an urgent problem to be solved.On the basis of summarizing relevant concepts and basic marketing theories,this paper combined with 7P marketing theory to analyze the current marketing situation of Agricultural bank HY Branch of agriculture-related personal loans,and discussed the key problems and causes of the marketing strategy of Agricultural bank HY branch.Through the establishment of PEST model and Porter’s five forces model,the macro environment,industry competition and competition situation of HY branch of Agricultural Bank of China are analyzed.Using STP theory to analyze the target market of HY Branch of Agricultural Bank of China,and based on the theoretical framework of 7P marketing,from the aspects of product strategy,price strategy,channel strategy,promotion strategy,personnel strategy and process strategy,put forward the improvement suggestions of agrorelated personal loan marketing strategy of HY branch of Agricultural Bank of China.From the aspects of Agricultural Bank HY sub-branch agriculture-related personal loan marketing strategy system guarantee,business support guarantee,human resources guarantee and cooperation resources guarantee,this paper puts forward agricultural Bank HY sub-branch agriculture-related personal loan marketing strategy guarantee measures.The research results can provide reference and guidance for the further development of agriculture-related personal business of HY Branch of Agricultural Bank of China.