The Study On Marketing Strategy Optimization Of T Rural Commercial Bank’s Credit Business Towards Agriculture,Rural Areas And Farmers

Due to the impact of COVID-19,The development of China’s economic environment is facing profound and complex changes.The consumer demand is weak,and the investment demand lacks internal impetus.In recent years,national policies have continuously guided financial institutions to provide better financial services for rural markets.Under the background of conditions for access to rural financial markets have been constantly relaxing.Major financial institutions began to extend their business tentacles to the rural market,looking for new business and profit growth points,and the rural financial market gradually presented a new pattern of diversified competition.However,credit business is a key link in the competition and development of financial institutions in the rural financial market.As the main force of rural financial services,rural commercial bank is the dominant one in the rural financial market,which is an important support for rural financial institutions around the country.It’s development situation and development direction have representative significance for the future trend of other small and medium-sized banks in the rural market.Under the background of increasingly severe macro environment,as the main force of local financial services for “Sannong”(Agriculture,rural areas and farmers),T Rural Commercial Bank has encountered fierce competition brought by the invasion of rural market by other commercial banks,and at the same time,it also faces the bottleneck of enterprise development,insufficient service concept innovation,and weak development momentum of enterprise.This paper takes T rural commercial Bank as the research object,takes credit business marketing strategy as the starting point,by consulting relevant domestic and foreign literature,applying 4P marketing theory and using various business data of field research,specifically analyzes the current development status and shortcomings of T rural Commercial Bank’s credit business,and seeks optimization countermeasures for T Rural Commercial Bank’s credit business marketing strategy towards“Sannong”.This study first introduces the background of the topic selection and research significance of this paper,and sorts out the research content,the research method adopted and the 4P theory involved in the research.Then,it explores the marketing strategy status of T Rural Commercial Bank’s“Sannong”credit business from four aspects of product,pricing,channel and promotion.According to the analysis of the current situation,the crux of the problem is analyzed from the aspects of T Rural Commercial Bank credit products,interest rate pricing,marketing channels and business promotion.Finally,based on the actual situation of the county and the development characteristics of T Rural Commercial Bank,this study puts forward targeted optimization countermeasures in five aspects of credit products,interest rate pricing,marketing channels,promotion methods and talent team of T Rural commercial Bank’s“Sannong”credit business marketing strategy,which will provide useful practical value for other small and medium-sized commercial banks to expand credit business in the“Sannong”market in the future.