Faced with fierce competition in the same industry, the growth of some deposit and loan businesses has entered a bottleneck period. To this end, the author suggests that rural commercial banks should take measures from the following aspects:

It is necessary to implement "household registration by post". According to the customer situation in the region, it is divided into high-end customers, core customers and basic customers. The president and the account manager respectively carry out customer maintenance, and all customers manage and inquire through "one-to-one" telephone marketing and return visit marketing.

"Bao Cun stagnation point" focuses on actual effect. Give full play to the role of agricultural financial personnel, with the help of the advantages of being familiar with people, places and feelings, increase marketing efforts and consolidate the effect of "staying in the village". Rural commercial banks, which are weak in long-term business expansion, can implement the mechanism of "keeping the village in place" for all employees.

"Eating Project" cannot be relaxed. Rural commercial banks are local banks and retail banks. They must adhere to the principle of "being familiar with the market and familiar with customers", and the credit business as a "dining project" must be inclined to support agriculture. Every loan officer should enter the village and community, deepen the customer's "responsibility field" and do a good job in basic customer marketing. In addition, in view of the shrinking profit margin of rural commercial banks, it is necessary to grasp the scale of interest rate concessions, comprehensively consider loan fees, customer contributions and other factors, strictly grasp the profit margin, and ensure the maximization of income.

(Author: Shandong Laiwu Rural Commercial Bank)