Research on Marketing Strategy of Z Rural Commercial Bank
Abstract
In recent years, foreign epidemics have continued, geopoliticalconflicts have
escalated,andthefrequencyof domesticepidemicshasincreased.Economic
development has facedtriple pressures of shrinkingdemand, supply shocks, and
weakening expectations. Economic development and epidemic prevention and control
have become the main theme of the current society. Economic development is inseparable
from the support of funds. Under the current social background, banks are still the main
body providing financial support. However, with the rapid development of big data cloud
computing and Internettechnology, traditional commercial banks arefacing huge
opportunities and challenges. If Z Rural Commercial Bank wants to continue to move
forward on the basis of maintaining its current market share and succeed in the highly
competitive banking industry, Z Rural Commercial Bank needs to formulate a more
reasonable and effective marketing strategy based on its own actual situation, and take
action for it.
This paper comprehensivelyanalyzes the marketing environmentof Z Rural
Commercial Bank, comprehensively uses the theoretical basis of marketing, combines the
7Ps marketing theory and the two analysis methods of PEST analysis and SWOT analysis,
and analyzes Z Rural Commercial Bank from multiple angles and in an all-round way.
The current internal and external environment of the bank and the current situation of the
bank, and at the same time, these methods are organically integrated by using the way of
thinkingof"proposingproblems-analyzingproblems-solvingproblems".Firstly,
combined with the marketing environment, PEST analysis, and SWOT analysis theory,
this paper analyzes Z Rural Commercial Bank in detail, and finds out its existing political
environment, economic environment, social environment and technical environment, as
well as advantages, disadvantages, opportunities and threats. Then, it introduces and
analyzes the current marketing status of Z Rural Commercial Bank and the causes of
problems in marketing. Finally, using the 7Ps theory, it proposes targeted solutions from
seven aspects: product strategy, price strategy, channel strategy, promotion strategy,
personnel strategy, service process strategy and tangible display strategy.
This paper takes Z Rural Commercial Bank as the research object, combines the
content of the marketing theory system and the actual situation faced by Z Rural
Commercial Bank, finds problems through investigation and research, and puts forward
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the marketing strategy plan of Z Rural Commercial Bank under the current situation.
Rural commercial banks provide strong theoretical and technical support to seize more
market share under the current social background. At the same time, I hope that through
the research on the marketing strategy of Z Rural Commercial Bank, it will provide some
help for the better development of Z Rural Commercial Bank in the future, and I also
hope that other banks can accurately grasp the pulse of the market, adjust their marketing
strategies and methods in a timely manner, and achieve performance growth.
Key words: Z Rural Commercial Bank；Marketing strategy；Marketing environment
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目录
第1章绪论..........1
1.1研究背景和意义........1
1.1.1研究背景..........1
1.1.2研究意义..........1
1.2国内外研究现状........2
1.2.1国外研究现状......2
1.2.2国内研究现状......4
1.2.3文献评述..........8
1.3研究内容与方法........8
1.3.1研究内容..........8
1.3.2研究方法..........9
1.3.3技术路线图........9
1.4创新点........11
第2章相关概念和理论基础.........12
2.1相关概念.............12
2.1.1市场营销.........12
2.1.2营销策略.........12
2.2理论基础.............12
2.2.17Ps营销理论......12
2.2.2顾客价值理论............14
2.2.3SWOT分析法.......14
第3章Z农商银行营销环境分析......15
3.1Z农商银行简介........15
3.2Z农商银行营销环境PEST分析.........16
3.2.1政治环境分析（P）.......16
3.2.2经济环境分析（E）.......17
3.2.3社会环境分析（S）.......19
3.2.4技术环境分析（T）.......20
3.3Z农商银行营销环境SWOT分析.........21
3.3.1优势分析.........21
3.3.2劣势分析.........21
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