Research On The Marketing Strategy Optimization Of "Harvest Loan" Product Of Sunshine Village Bank

Along with the victory of the entire poverty alleviation work,it has become a new strategy and mission of the country to comprehensively revitalize the countryside and realize the common prosperity of urban and rural areas,while cracking the financial problems in rural areas is a key issue in promoting the construction of rural economy.As the core strength of Yang Guang Village Bank,"serving the three rural areas" has been committed to providing strong support and assistance in the areas of county rural economic revival,serving the three rural areas and inclusive finance.Accompanied by the quick development of the Internet,modern financial competition is no longer limited to physical branches and manual services,but relies more on the development and application of new technologies,as well as the enhancement and popularization of the banking industry’s financial and credit services.Therefore,it has become imperative to study and optimize the product marketing strategies in the field of credit for the three rural areas.In the current competitive climate,Sunshine Village Bank should strengthen the marketing optimization of its rural credit products in order to enhance its competitiveness.On the basis of the above-mentioned facts and deliberations,this paper will discuss in depth the marketing strategy of Yang Guang Village Bank’s "Harvest Credit" product and explore ways to optimize it in order to achieve the best results.The aim of this article is to discuss in depth the marketing development of the "Harvest Loan" product on a county-wide basis,and to conduct a detailed analysis from several aspects such as product details,pricing strategies,marketing channels,publicity and promotion methods,as well as the operating data of the local banking industry’s credit business.The current situation of the marketing development of the "Harvest Loan" product is explored in depth,and possible problems in the marketing of the "Harvest Loan" product are also identified;at the same time,the marketing environment of the "Harvest Loan" product is analysed in greater depth from the macro and micro levels.At the same time,the marketing environment of the "Harvest Loan" product was analysed in greater depth from the macro and micro levels,and a SWOT matrix was made on this basis.On the basis of the above,market segmentation was carried out for the target consumers,and then the 4Ps marketing theory was applied to propose solutions for the optimisation of marketing strategies.From the research results of this paper,in order to successfully promote the marketing of "Harvest Credit" of Yang Guang Village Bank,firstly,it is necessary to firmly grasp the bank’s own advantages and external opportunities such as the key strategy of national financial support for rural revitalization,and organically combine the two to promote the bank’s business development and adhere to the strategic direction of SO;secondly,it is necessary to precisely subdivide the product customer groups,determine the target market and the product’s own market positioning,and adhere to the simultaneous promotion of stock customer maintenance and new business subjects.Secondly,we should precisely segment the product customer groups,determine the target market and the product’s own market positioning,actively classify and market the product among the customer groups engaged in small and medium-sized agricultural business activities such as planting and breeding,and insist on the simultaneous promotion of stock customer maintenance and new business subjects development;thirdly,with regard to the marketing strategy of "Harvest Loan" of Yang Guang Village Bank,we should upgrade the experience,scientific pricing,enrich channels and innovative promotion,At the same time,sufficient guarantee should be provided in terms of internal personnel team construction,refinement of product marketing assessment and supervision,and support of financial technology and technical resources of the bank to make the optimized marketing strategy practical and feasible.Improving the marketing strategy of "Harvest Loan" can not only significantly improve the performance target of agriculture-related loans,but also effectively enhance the image of Sunshine Village Bank,increase the competitiveness of the enterprise,enhance the attractiveness to various customers,increase the total income of intermediate services,expand the market share,and achieve the win-win goal of institutional development and rural revitalization.