Research On Marketing Strategy Optimization Of Lishu Yuantai Village Bank

Village and town banks,as a new type of rural financial institutions,have only emerged recently in our country.Since their establishment,they have developed rapidly in whole rural financial market.On one hand,this is due to the growth of the fund scale of village and town banks and,on the other hand,this indicates the rapid development of rural economy.However,due to the continuous development of financial market in recent years and the gradual expansion of various types of banks,the competition environment of rural financial market is becoming more and more severe.Lishu Yuantai Rural Bank is a typical representative of many rural banks.Facing the current severe development environment,how to maintain the market and even develop again,so as to stand out? This requires Lishu Yuantai Rural Bank to have a clear understanding of itself and further improve its marketing work.Therefore,it is necessary to optimize the marketing strategy of Lishu Yuantai Village Bank.This thesis takes Lishu Yuantai Village Bank as the research object,firstly,the background,purpose and significance of the research are introduced,and the research ideas and methods are further introduced.Secondly,it expounds the related concepts and theoretical knowledge of marketing,which provides the theoretical basis for further analysis and research of this thesis.Then,by means of questionnaire survey and field interview,the marketing strategy status and existing problems of Lishu Yuantai Rural Bank are analyzed.It is concluded that Lishu Yuantai Village Bank mainly has such problems as too single product category,no application of price differentiation strategy,too weak channel construction,lack of innovative promotion methods,uneven professional quality of service and marketing personnel,lack of tangible display,and tedious business process.In addition,combining PEST method,Porter’s Five Forces model and SWOT method,the marketing environment of Lishu Yuantai Rural Bank is systematically analyzed,and the opportunities,challenges,advantages and disadvantages of Lishu Yuantai Rural Bank are clarified.Thirdly,according to the analysis conclusion of marketing environment and the problem diagnosis of marketing strategy,this thesis uses STP marketing theory to clarify the market positioning of Lishu Yuantai Village Bank.Finally,this thesis applies the 7Ps marketing strategy theory to optimize the marketing strategy of Lishu Yuantai Village Bank from seven perspectives,namely,product strategy,price strategy,channel strategy,promotion strategy,personnel strategy,tangible display strategy and process strategy.It has determined the marketing strategies that Lishu Yuantai Rural Bank should adopt to enrich financial products,implement differentiated pricing,improve business management channels,promote promotion plan,strengthen recruitment and talent training,create local characteristic IP,optimize service process and perfect service process mechanism.Corresponding safeguard measures are put forward for the correct implementation of the above optimization suggestions,so as to solve the current predicament of Lishuyuantai Rural Bank,but also provide the corresponding reference for the further development of other rural banks.