Research On The Optimization Of Marketing Strategy For Agricultural Commercial E-Loan Of R Bank

With the implementation of the rural revitalization strategy,the economic development potential of rural areas is huge,and commercial banks have sunk into rural areas,gradually intensifying the competition.In order to improve the competitiveness of rural commercial e-loan,Bank R has increased the marketing of rural commercial e-loan,but the traditional marketing theories and methods are no longer suitable for the marketing activities under the background of Internet finance.This thesis,based on SIVA theory,guides Bank R to optimize the marketing strategy of rural commercial e-loan and improve the marketing effect.This article takes agricultural and commercial e-loans as the research object.Firstly,PEST analysis method is adopted to analyze the economic environment,political environment,technological environment,social environment,and other aspects.SWOT method is adopted to analyze the internal marketing environment from marketing advantages,marketing disadvantages,marketing opportunities,and marketing threats.Secondly,on-site visits,questionnaire surveys,and other methods were used to randomly select 300 farmers and 200 small and micro enterprises from 50 townships and villages in R Bank’s business area for investigation.486 valid questionnaires were collected.Through the analysis of the survey questionnaires and interview content,the problems in the marketing of agricultural e-loans and the reasons for these problems were identified,laying a foundation for optimizing the marketing strategy of agricultural e-loans.Finally,guided by the SIVA theory,the PIBC marketing model was summarized,and improvement and optimization measures were proposed from aspects such as credit products,information transmission,brand building,and service channels.These measures include continuously improving agricultural e-loan products,simplifying the use of agricultural e-loan applications,promoting information transmission through multimedia marketing,building a regional acquaintance marketing system,establishing a quantitative image to assist information transmission,enhancing service governance,and establishing a product image Improve rural financial services and enhance reputation,widely set up agricultural e-loan service terminals,and launch agricultural e-loan credit officer clients and other optimization measures to enhance the marketing effectiveness of agricultural e-loan products in rural areas.Based on SIVA theory,this thesis analyzes the marketing of rural commercial e-loan of Bank R,and puts forward suggestions for improvement to help improve the brand value of rural commercial e-loan and continuously increase its share in the rural market.It also provides experience and practical reference for other commercial banks to adjust their marketing strategies in rural areas in the era of Internet finance.