Research On The Marketing Strategy Adjustment Of L Rural Commercial Bank

The deepening of the supply-side reform of the financial sector has encouraged financial institutions to return to their main business and serve the real economy,and to enhance their comprehensive competitiveness through a series of measures such as increasing innovation in financial products and services and optimizing structural adjustment.The implementation of the rural revitalization strategy and the vigorous development of digital finance have brought unprecedented opportunities and challenges to small and medium-sized financial institutions in rural areas.Joint-stock large line are sinking service center launches the game with the rural small and medium-sized financial institutions in rural market,rural small and medium-sized financial institutions facing unprecedented pressure of competition,how under the new situation,to take the best marketing strategy,stable market share,enhance core competitiveness,is the rural small and medium-sized financial institutions to research topic.The research object of this article selects for L agri-businesses bank,as a member of the rural small and medium-sized financial institutions,in recent years the business transformation and made significant achievements,but there are still in the marketing management,unclear orientation of single product,narrow channel and so on,its high quality development,optimize the marketing strategy,is urgently needed to deal with the new situation,strengthening the competitive power to meet new challenges,This paper is based on this research.This paper mainly adopts literature research method,statistical analysis method and SWOT analysis method,combined with marketing related theories,first analyzes the marketing status of L Rural Commercial Bank,finds out the existing problems,and analyzes the causes of the problems.Secondly,the macro and micro environment of L Rural Commercial Bank is analyzed,and the SWOT analysis is adopted to check the advantages and disadvantages,and face up to the opportunities and challenges.Then,in view of the current marketing problems of Rural Commercial Bank of L,combined with the current internal and external environment,it further clarified its market positioning of small agricultural branches,and put forward optimization and adjustment strategies for the product strategy,pricing strategy,channel strategy and promotion strategy of Rural Commercial Bank of L from the perspective of 4P.Finally,in order to ensure the smooth implementation of the adjusted marketing strategy,the paper puts forward safeguard measures from four aspects:organization guarantee,system guarantee,manpower guarantee and science and technology guarantee.The research of this paper aims to provide suggestions for L Rural Commercial Bank to improve customer loyalty,stabilize market share,enhance core competitiveness,and develop steadily.At the same time,it provides the marketing strategy reference for other rural commercial banks in Shandong Province.