Research On Service Marketing Strategy Of Feixi Rural Commercial Bank

The third Plenary Session of the18th CPC Central Committee made it clear that private capital is allowed to go into the banking sector, and the meeting also asked to deepen the reform of marketization of exchange rate and interest rate liberalization. These all indicate that China’s financial market basically fully open. Feixi is one of a hundred counties whose economy is more developed than other counties in China. Its development will definitely speed up the pace of expansion of other commercial banks in Hefei and Feixi. The state-owned banks and other commercial banks have a sound operation and management system with more abundant financial products, and their Clearing channels are more developed, asset strength better, with a very wide network of contacts, having excellent reputation. And rural commercial banks in Feixi can not match with them. In addition,customer’s financial needs has become personalized and diversified with social development. Original business concepts and ideas have been left behind the pace of financial reform and development. In the dual pressure of the external and internal factors, as a pioneer in Anhui rural financial reform, commercial banks in Feixi actively explore a path of their own development. By changing traditional type of marketing model changes and changes in accounting services, the marketing network and service capabilities have been greatly improved and their overall competitiveness has been greatly improved. For now, Feixi rural commercial banks is in the transition stage, the study of marketing strategy to, has a very important significance in enhancing the network service marketing research capabilities.Under the guidance of7Ps portfolio theory, combined with the reality in services, this thesis analyzes the market status in the case study method, summarizes the characters of the forms of development and service marketing of commercial banks in Feixi, and analyzes the disadvantages in the services, for example, services products are not rich enough, product marketing contract rate is low, the pricing of the products is not scientific, the channel of marketing is single, the marketing approach is innovative, the service process is not standardized, the overall display is not unified. And the lack of professional marketing staff is also a problem. Besides, the staff did not pay enough attention to the marketing and maintenance of quality customers. Based on this, this paper presents the steps to improve the services of Feixi Rural Commercial Bank. First, establish a "customer-oriented, proactive, intensive" service idea in the bank employees; second, mobilize the enthusiasm of managers and staff in marketing services; third, raise awareness of service and quality of service, and increase customer satisfaction and loyalty by innovating financial products, strict product pricing, building rich sales channels, implementing a wide range of promotional, using a variety of physical evidence, strengthening staff training and improving the quality of services; and finally, around the ultimate goal of marketing service, subdivision the target customers and market segments, analyze the marketing and business environment, initiatively provide customers with powerful personalized, professional, differentiated services, and value-added services for free to enhance the value and quality of customer relationship management, and cultivate a loyal customer base of high quality.Service marketing has important significance in snatching customers resources and seizing the market today when interbank competition is so intense. With the increasment of financial services, banks began to gradually develop in the direction of universal banking. It is necessary for Feixi rural commercial banks to change the existing irrational bold way of doing business by using7P marketing mix strategies to improve service strategy in order to come out on top in the rural financial markets.