Research On The Optimization Of Personal Deposit Marketing Strategy Of Rural Commercial Bank In Z City

With the continuous penetration and development of China’s Internet finance and the increasing number of physical banks in Henan Province,the financial market competition of RURAL Commercial Bank of Z city is becoming increasingly fierce,and the efficiency of the traditional marketing mode in the banking industry is declining day by day.The risks and costs of the traditional marketing mode are also increasing.All banks are taking the initiative to change their traditional marketing ideas.At present,rural Commercial Bank of Z city adopts traditional marketing strategies in the marketing of personal deposit business,with relatively single channels.The marketing effect of existing marketing measures is not obvious,and the increase of total deposit decreases slowly,which cannot meet the needs of current customers.Therefore,RURAL Commercial Bank of Z city must optimize the existing marketing strategy as soon as possible to ensure the steady rise of its market share of personal deposits.This article first reviewed at home and abroad about the related theory of service marketing.Second,the basic situation of current Z city bank,personal savings,product variety,the existing marketing on 7ps marketing service theory,combined with the commercial Banks "products and pricing" inseparable,seven factors into six elements,reasonable design of questionnaire,through the analysis of financial data,interview,questionnaire analysis method,This paper finds out the problems of rural Commercial Bank of Z city in the marketing strategy of personal deposits,and then analyzes the causes and advantages and disadvantages of rural Commercial Bank of Z city in the marketing of personal deposits.Finally,according to the current situation of Z rural commercial bank,combined with the problems found in the collection,this paper puts forward some suggestions on the marketing optimization strategy of Z rural commercial bank in personal deposit business.The research shows that there are six problems in the existing marketing strategy of Z rural commercial bank’s personal deposit business: lack of competitiveness of products,few marketing channels,traditional promotion methods,low professional quality of personnel,insufficient exploration of customer potential and backward network facilities.Through SWOT analysis of Z City Rural Commercial Bank,according to the actual situation of the bank,adjust measures to local conditions and take measures according to time,put forward six optimization strategies one by one,including marketing product optimization,marketing channel optimization,promotion mode optimization,marketing personnel optimization,customer marketing process optimization and marketing network optimization,so as to solve the problems encountered by the bank in marketing.Therefore,the optimization strategy has certain pertinence and practicability,and can also provide some reference significance to other agricultural and commercial banks.