The nature, characteristics and market orientation of rural credit cooperatives determine that they must carry out marketing.
Second, the change of rural financial system requires rural credit cooperatives to implement marketization.
Third, marketing can give full play to the county advantages of rural credit cooperatives.
Second, the status quo of rural credit cooperatives marketing
Marketing concept needs to be strengthened.
Second, the marketing environment is not satisfactory
Third, there are deviations in market positioning.
Fourth, marketing methods need innovation.
5. The quality of marketing personnel is not high.
Third, the choice of marketing strategy of rural credit cooperatives
First, establish a correct marketing concept.
Second, the marketing environment construction strategy
Third, market segmentation and positioning strategy
Four rural credit cooperatives marketing talent strategy
Fifth, the timely implementation of relationship marketing.
Four, credit cooperatives should carry out relationship marketing from the following aspects.
First, pay attention to customer service satisfaction.
Second, actively and steadily carry out the work of account manager.
Third, advocate all-staff marketing.
Fourth, establish the restraint and incentive mechanism of marketing.
(1), establish a marketing responsibility mechanism.
(2) Develop marketing incentive and reward system.
Internal content summary
As a local financial institution dealing in money, rural credit cooperatives have undergone great changes with the deepening of the system reform of rural credit cooperatives. Facing the increasingly fierce competition in the financial market, it is particularly important to adjust the credit strategy in time and formulate the corresponding credit marketing strategy. Rural credit cooperatives should pay close attention to and actively respond to the changes in the financial structure, carry out credit business with complete marketing strategies, firmly establish a customer-centered and market-oriented business philosophy, base themselves on "agriculture, rural areas and farmers", serve urban and rural areas, support small and medium-sized enterprises, and actively support the construction of new socialist countryside and local economic development. In view of the adjustment and change of industrial structure in our province, we should support corresponding marketing methods, expand the high-quality customer base, consolidate the high-quality customer base, gradually eliminate inferior customers and optimize the asset-liability structure. Better serve "agriculture, countryside and farmers" and county economy. This paper discusses the necessity of marketing of rural credit cooperatives from three aspects: the nature and characteristics of rural credit cooperatives and how to give full play to the advantages of counties. This paper discusses the marketing status, difficulties and main problems of rural credit cooperatives from four aspects: marketing concept, marketing environment, marketing means and the quality of marketing personnel. It also discusses how to choose marketing strategy from three aspects: establishing correct marketing concept, creating external marketing environment and market segmentation. The countermeasures and methods of rural credit cooperatives to deal with marketing are expounded from four aspects: attaching importance to customer satisfaction, actively carrying out account manager work, advocating all-staff marketing, and establishing marketing restraint and incentive mechanism.
Analysis on Marketing Problems of Rural Credit Cooperatives at Present
First, the necessity of implementing marketing in rural credit cooperatives
The nature, characteristics and market orientation of rural credit cooperatives determine that they must carry out marketing.
Development is the eternal theme of enterprises, competition is the main feature of market economy, and efficiency is the goal of enterprise management and the premise of survival. As a local financial institution (collectively owned enterprise), rural credit cooperatives are characterized by self-management, self-reliance, self-restraint and self-development. Their products are money, and their business direction is to serve urban and rural areas, support small and medium-sized enterprises and promote healthy economic and social development. In order to realize this economic benefit, we must implement marketing, give full play to our own specialties, formulate marketing strategies by classification, take customers as the center, take the market as the guide, take benefits as the goal, take business expansion as the main line, take innovation as the driving force, provide customers with suitable products and services at the right time, in the right place, in the right way and at the right price, let customers know about the financial services provided, and then accept this service, and even mobilize more customers to enjoy this service.
With the change of rural financial system, rural credit cooperatives must implement marketization.
With the promotion of the new socialist countryside construction, the pace of domestic commercial and policy financial institutions' credit business entering the rural market will gradually accelerate. China Postal Savings Bank is striving for listing, and private lending institutions are becoming increasingly active due to the adjustment of financial policies. With the continuous warming of funds and stocks, the relative advantages of rural credit cooperatives in the rural market will gradually turn into multipolar competition, and customers' requirements for financial products and services will become increasingly diversified. The change of financial environment urges rural credit cooperatives to develop and introduce marketing mechanism, introduce various agency and settlement services, provide diversified and all-round services such as settlement, credit and intermediary for enterprises, establish an authorized credit system close to the market and customers, adapt to customer needs, strengthen the development of financial products, provide perfect financial services, and then obtain rich returns and realize their own business objectives. Better serve the local economic development.
Third, marketing can give full play to the county advantages of rural credit cooperatives.
In order to gain a firm foothold in the fiercely competitive rural financial market and prevent the existing market from being eroded, rural credit cooperatives must establish unique county advantages. Focusing on serving the countryside and supporting small and medium-sized enterprises, rural credit cooperatives show new features and advantages different from other financial institutions in terms of products, services, brands, image and personnel, consolidate their leading position in credit business in the "three rural" economy, and highlight their role as the main force for local financial institutions to support rural economic development.