Research On Service Marketing Strategy Of Jiangsu Yangyang Rural Commercial Bank

With the gradual opening up of Banking in China, the development of Internet banking, and the increasing quantity of financial institutions, domestic banking is facing up with new opportunities and challenges. Sheyang County is one of Chinese top 100 counties. Banking industry has strong basis here; and the state-owned commercial banks and other commercial banks are widely distributed, therefore, the financial competition is fierce in Sheyang County. Faced with such competition, Jiangsu Sheyang Rural Commercial Bank needs to rely on its own characteristics to improve its service marketing and service quality, to increase its market share, and to promote profit margin. These are critical pending issues to be solved. The paper has practical meaning for the consolidation of Jiangsu Sheyang Rural Commercial Bank in the county level financial field and further playing an important role in the agricultural financial support.The methodology of this paper is document research and investigation. The author mainly uses the theory of commercial bank service marketing and the marketing theory of 7Ps to summarize the current situation of the service marketing of Jiangsu Sheyang Rural Commercial Bank, analyze the existing problems in the service marketing. Based on the analysis of marketing services within the internal and external environment, come up with some suggestions to the service marketing strategy.In recent years, with the concept of serving the "three issues of agriculture, the countryside and farmers", Jiangsu Sheyang Rural Commercial Bank has built up rural micro enterprise service platform, set up innovative financial service model, and served as main force of rural financial development; it has played an active role in the economic and social development of Sheyang County and rural reconstruction. However, there are still shortcomings in its marketing service, such as lack of innovation in its products, unobvious price, extensive channel management, old fashioned promotion ideas, rigid service process, insufficient in tangible demonstration, etc. Thus, measures should be taken to enhance the service marketing strategy, in the areas of strengthening product innovation, standardizing pricing service products, establishing flexible sales channels, using diversified marketing strategies, improving service processes, strengthening service exhibition, etc.In addition to the service marketing strategies mentioned above, Sheyang Rural Commercial Bank should also make full use of their own advantages and characteristics to enhance its human resources structure, optimize its organizational structure, strengthen the software and hardware infrastructure and implement electronic information technology system. Only in this way can it turn into a modern commercial bank with regional characteristics.