The role of high-quality marketing service in the development of rural credit cooperatives

At present, rural credit cooperatives are in the historical opportunity period of reform and development, and opportunities and challenges coexist. It has not only ushered in the historical opportunity that the state has increased its support for agriculture, rural areas and farmers, all kinds of industries have gradually shifted to secondary cities and county-level cities, and the county economy has developed at a high speed; At the same time, it is necessary to cope with the international financial crisis, the downward pressure on domestic economic growth, and the weakening profitability of rural credit cooperatives. Implementing active marketing strategy is not only a realistic choice for rural credit cooperatives to seek scale benefits based on the current situation; It is also a long-term strategy to focus on the future and realize strategic transformation.

I. Overview of Marketing

Marketing is a process of business activities aimed at meeting consumers' needs and achieving enterprise goals in the ever-changing market environment, including market research, target market selection, product development, product pricing, channel selection, product promotion and service provision.

Marketing thought in the modern sense originated in the early 20th century. After the Second Industrial Revolution, the United States with developed market economy gradually entered China after the reform and opening up. After nearly a hundred years of development and maturity, the importance of marketing has been widely recognized by enterprises in different industries.

Second, the significance of marketing of rural credit cooperatives

(A) Marketing is an objective requirement for rural credit cooperatives to serve agriculture, countryside and farmers. Rural credit cooperatives undertake the historical mission of prospering the countryside, developing agriculture and increasing farmers' income. With the further acceleration of new rural construction, the accumulation of family wealth and the rapid increase of residents' financial consumption demand, a group of educated and ideal university student village officials, western volunteers, college students returning home to start businesses and "migrant workers" returning home to start businesses are quietly becoming the main body of rural financial consumption market. Their demand for modern financial service products is richer and their service level is higher. The traditional extensive and extensive management methods of rural credit cooperatives and the marketing concepts of "sitting in business" and "official business" have been unable to keep pace with the times.

(B) Marketization is the inevitable choice for the development of rural credit cooperatives. With the rapid development of financial market and fierce competition in the same industry, the concept that a good wine is afraid of a deep alley is deeply rooted in the banking competition. Take Dazhou as an example. In addition to rural credit cooperatives, there are 18 state-owned joint-stock commercial banks such as industrial, agricultural, China, construction, postal savings, agricultural development bank and rural bank. In June this year, the first branch of Chengdu Rural Commercial Bank successfully settled in Dazhou, and the tentacles of some commercial banks have extended to the main positions of rural credit cooperatives-towns. By introducing a large number of marketing, commercial banks actively participate in competition from the aspects of diversification of business types, scientific methods and modernization of means, and the competition for limited resources in county financial markets is becoming increasingly fierce. Rural credit cooperatives, especially grass-roots credit cooperatives, must go out of the traditional "seller's market" business model of the financial industry, develop and introduce marketing mechanisms, adapt to and innovate customer market demand, carry out deposit marketing, loan marketing and intermediary business marketing, create a "buyer's market" and promote their own development.

(C) Marketing is a powerful driving force for the strategic transformation of rural credit cooperatives. With the rapid growth of scale in recent years, Sichuan Rural Credit Cooperatives blew the horn of the transformation from traditional finance to modern finance. Traditional business posts and customer groups can no longer fully meet the needs of rural credit cooperatives. If rural credit cooperatives want to ensure their existing positions and expand their new horizons, they need to increase their market share, strive for more outstanding customer groups and seek development in the competition. Only through effective marketing activities, the products and services of rural credit cooperatives can be marketed to existing customers and markets, new markets can be discovered, new customers can be developed, new businesses can be expanded, and the market competitiveness of rural credit cooperatives can be continuously improved, so as to upgrade the strategic transformation to a higher level.

Third, the current marketing problems of rural credit cooperatives and countermeasures

(1) The market positioning is not clear. Target market positioning is a very important content of marketing. At present, rural credit cooperatives pay one-sided attention to market competition and ignore the target market positioning in marketing activities. With the development of agricultural industrialization, rural urbanization and the improvement of scale efficiency of rural credit cooperatives, rural credit cooperatives should focus on serving "agriculture, rural areas and farmers" in market positioning, and pay equal attention to rural areas and counties; In terms of customers, we should shift from focusing on farmers to paying equal attention to farmers and small and medium-sized enterprises. Clear market positioning: first, allow rural credit cooperatives to formulate targeted marketing strategies according to the characteristics of the target market in combination with internal and external conditions; Second, we should "do something, do something wrong", make use of our own advantages to operate wrongly, and concentrate limited funds to provide quality services to key customers. For example, small and medium-sized enterprise customers in the county have small loan amount, high frequency, short time and urgent demand. Compared with large banks that pay attention to economies of scale and have long decision-making chains, rural credit cooperatives can meet customers' financing needs in the first time and have comparative advantages in the competition of these customer groups.

(2) Lack of professionals. The key to the success of a career lies in people. Due to historical reasons, the current situation of uneven age structure, educational level and thinking mode of rural credit cooperatives and low overall quality has not been fundamentally changed, and there is a general lack of "customer-centered" service concept. Most people do not understand marketing and have not received relevant professional training.

In view of this situation, first, we should revitalize the employment mechanism that can enter and exit, and select talents on the basis of merit. For example, in recent years, Sichuan Rural Credit Cooperatives have openly recruited college students for the society, insisting on "all who enter must take the exam". The structure of professional talents has been optimized in an all-round way, and a large number of knowledgeable and enterprising young people have brought new vitality to the rural credit cooperative system. The second is to innovate the ideas and methods of all-staff training and strengthen the overall improvement of team quality. For example, Quxian Credit Cooperatives carry out the "three basics" work activities to improve the internal basic work, basic system and basic operation process level of county credit cooperatives. Only in 20 1 1 year, many training courses were held, which trained employees in business skills, financial regulations and marketing knowledge, and trained more than 500 employees, achieving the training effect of external image and internal quality.

(3) Weak marketing awareness. A few years ago, some financial institutions withdrew from rural areas and counties, and rural credit cooperatives gained advantages and even monopoly positions in some areas. Lack of competition makes some rural credit cooperatives develop a lazy style of waiting for customers to come to their homes. Some grass-roots rural credit cooperatives are used to doing things according to the tasks and plans issued by their superiors, and lack the awareness of pioneering and innovative management. Some employees have a one-sided understanding of marketing, pay more attention to deposit marketing than loan marketing, and regard marketing only as "contacts" and "advertisements". Weak marketing awareness and backward marketing concepts have become important reasons for restricting the marketing work of rural credit cooperatives and improving their market competitiveness and profitability.

In this regard, we should establish a "market-oriented, customer-centered" marketing model, with "adding value to customers" as the ultimate service standard. The first is to change the marketing concept. Change waiting for customers to take the initiative to come to the door, change product management to customer management, improve the maintenance mechanism of key customers, maintain a "one-on-one" relationship, and develop a large number of core quality customers and gold medal customers. The second is to promote all-staff marketing. Focusing on improving marketing ability, building a marketing system, adjusting internal organizational settings, and establishing a marketing mechanism that "backstage" is "front desk", "organs" are "grassroots" and all staff serve customers. The third is to require comprehensive marketing. Employees of rural credit cooperatives should not only absorb deposits and market loans, but also market the financial services, corporate brands and corporate culture of rural credit cooperatives to meet the needs of customers, so as to seek to establish a comprehensive, stable and long-term cooperative relationship with customers.

Fourth, the rural credit cooperatives marketing strategy analysis

As a special enterprise dealing in currency, the marketing strategy of rural credit cooperatives can be analyzed by 4Ps theory widely accepted by marketing theorists. 4Ps theory is an American scholar Jerome? McCarthy put forward four marketing strategies, including product, price, channel and promotion. The author briefly analyzes the marketing strategy of rural credit cooperatives from these four aspects.

(A) product marketing strategy: the products provided by rural credit cooperatives are monetary funds and financial services. Rural credit cooperatives should provide as many additional benefits and services as possible on the basis of meeting the most basic interests of consumers and according to the specific needs of customers in different target markets; According to their own advantages and the development and changes of social and economic situation, we should flexibly adjust marketing strategies, launch targeted new products, realize the optimal combination of their own financial products, and form a financial supermarket that provides comprehensive services. Taking Quxian Union as an example, in view of the downward pressure of domestic economic growth and the financing characteristics of small and medium-sized enterprises, innovative financial products such as "mortgage (pledge) plus secured loan", "secured loan for members of mutual aid society", "third-party supervision loan for chattel pledge" and "credit * * * loan for mall merchants" were successively launched, which effectively solved the problems of "financing difficulty" and "guarantee difficulty" for small and medium-sized enterprises.

(B) Price marketing strategy: After the financial products are created, whether the pricing is appropriate is directly related to the success or failure of bank marketing. As a small bank serving agriculture, rural areas and county economy, providing high-quality and low-cost financial services will seriously affect the reputation of rural credit cooperatives and seriously weaken their market competitiveness and market share. Therefore, rural credit cooperatives should, on the premise of observing the interest rate policy, economic and financial regulations and national macro-control requirements, formulate reasonable interest rates and charging prices for assets, liabilities and intermediary business according to the characteristics of rural market and county economic environment. It must be emphasized that rural credit cooperatives, as GSP financial institutions, not only meet their own business development and efficiency improvement, but also shoulder more social responsibilities and perform some functions of policy banks. Therefore, in the pricing mechanism of financial products, rural credit cooperatives should follow the principle of benefiting the people by finance and benefiting the people by banks. After the "9. 18" flood in Qujiang River Basin, Quxian Union has issued a total of more than 42 million yuan in post-disaster reconstruction loans to implement the current benchmark interest rate of the People's Bank of China, fully supporting the post-disaster new village construction at the expense of its own profit loss, and achieved good social benefits.

(3) Channel marketing strategy: There is a famous assertion in marketing theory that "channel is king", that is, seizing the most opportunities to contact with consumers is more likely to occupy the largest market share. For banks, outlets are the main channel to provide financial products for consumers. Because commercial banks have faded out of the rural financial market, rural credit cooperatives have incomparable advantages in the outlets and channels of the current rural financial market. First, rural credit cooperatives should give full play to their existing advantages, transform and transform existing outlets, strengthen the construction of outlets layout, and build a number of modern boutique outlets in urban areas to meet the needs of fierce financial competition in counties. The second is to fully apply electronic technology to various businesses, and improve the e-banking marketing system through ATM machines, self-service withdrawal telephones and online banking. Change the high-cost and low-quality competition mode of expanding business by increasing institutions, outlets and personnel in the past. For example, in recent years, Sichuan Rural Credit Cooperatives launched the project of "benefiting farmers and prospering villages", aiming at having ATMs in every township and self-service telephone numbers in every village. This is not only a project to help villages and towns to eliminate the gap in financial services, but also plays a role in boosting rural credit cooperatives to seize the market and improve marketing channels.

(d) Promotion marketing strategy: Promotion refers to conveying information about products and services to customers in various ways. Whether the financial products of rural credit cooperatives can be recognized and loved by customers depends largely on the promotion of products. First, the rural credit cooperatives should vigorously implement the brand strategy, and improve the reputation and popularity among customers by increasing publicity investment, improving service quality and enhancing the image of outlets. The second is to realize the transformation of financial products from sales concept to sales concept, actively recommend and sell their own products and quality services to customers, help customers understand and understand financial products, stimulate customers' desire for demand, influence and promote customers' buying behavior, turn customers' potential needs into real needs, and continuously expand their customer base. Taking Quxian Union as an example, by increasing the advertising efforts of mainstream media such as county traffic trunk roads, bus stop signs and TV broadcasts, and taking advantage of the opportunity of Quxian Housing Fair to promote financial products, the identity of county customers on the brand and financial products of rural credit cooperatives has been effectively enhanced.

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