Journal of Chaohu University ›› 2020, Vol. 22 ›› Issue (2): 32-40.doi: 10.12152/j.issn.1672-2868.2020.02.005

Previous Articles     Next Articles

Empirical Analysis on the Influencing Factors of Financial Product Marketing in Rural Areas of Hefei

1、2. School of Economics and Law, Chaohu University, Chaohu Anhui 238000 3. International Settlement Documents Center (Hefei), Agricultural Bank of China Head Office, Hefei Anhui 230000   

  1. 1、2. School of Economics and Law, Chaohu University

    3. International Settlement Documents Center (Hefei), Agricultural Bank of China Head Office

  • Received:2019-12-01 Online:2020-03-25 Published:2020-06-14
  • Contact: XIAO Shu-mei:School of Economics and Law, Chaohu University
  • About author:XIAO Shu-mei:School of Economics and Law, Chaohu University
  • Supported by:
    XWY-201902

Abstract: With the implementation of the rural revitalization strategy, the problem of "agriculture, rural areas and farmers" has been further solved. The increase in rural residents忆income provides a new opportunity for commercial banks to further develop financial services in rural areas. In Hefei rural areas, for example, we use content analysis to introduce the main factors that influence the financial product marketing and through the reliability test, it is concluded that the main influence factors are the three aspects of individual citizens, wealth management products and bank, and nine specific factors. Based on the results of this study, an index system of factors influencing the marketing of financial products is established. AHP model is used for empirical analysis, and the weighting coefficient of factors influencing the marketing of financial products in rural areas is obtained. The results show that factors such as residents忆income, returns and understanding of financial products are the most important, followed by convenience and safety of purchase, risks, education level, starting point of financial management, brand and reputation of banks, and service quality of bank staff (from large to small). Finally, specific suggestions with priorities are put forward.

CLC Number: 

  • AHP model