ABC Sihong Branch Of Service Marketing Strategy Research

In recent years, along with the Chinese financial sector to gradually fulfill its WTO commitments, China’s commercial banks operating environment has undergone tremendous changes, the first foreign banks to enter the Chinese banking sector to strong competition. Second, compared to Western countries, Chinese commercial banks marketing started late, on the whole is still in its infancy. Coupled with the variety of institutional constraint factors, the level of China’s commercial banks marketing management is uneven, the general lack of scientific marketing management, marketing and other issues of the original. With the increasing in the domestic financial market, whether it is marketing and serious competition convergence.As a typical corporate banking services, in order to obtain the financial industry highly competitive environment in the long-term survival and development, we must establish the correct service marketing concepts, improve service marketing strategy. Scientific selection of bank marketing strategy has become a key factor in whether banks can get the market, but also the starting point for all of the commercial bank marketing strategy. No marketing, no market "has become the consensus of commercial banks, commercial banks are required to establish the concept of service marketing, service marketing efforts to explore strategies for their own development, marketing, improve service levels, the only way to survive in the fierce competition to get in and long-term development.Commercial bank marketing is the modern marketing theory in the form of application and development of the financial industry, the main products of the commercial bank is financing, by providing financial services for enterprises to achieve profitability, the management content and determines the nature of its marketing has a special place.In order to study a comprehensive banking service marketing system, greatly enhance the overall service branch of the Agricultural Bank of Sihong marketing level. This article is based on the economic situation and development trend of the current domestic and foreign bank competition, selected Sihong Branch of Agricultural Bank of China as the research object, using the case study research methods and case studies combining SWOT analysis tool to analyze the Agricultural Bank of China branch in facing Sihong opportunities and threats, strengths and weaknesses, and analyzes the status quo of its marketing services, marketing services currently exist specifically asked. Finally, combined with service marketing 7P theory, targeted marketing improvement strategies, including:financial product innovation strategy, pricing policies, channel innovation strategies to enhance the overall quality of service, improve the bank outlets environment, optimize service processes. Through the service marketing issues in-depth study and adjust marketing strategies for its regional market environment, as well as commercial banks in China’s unique corporate culture and business characteristics, in order to improve their market competitiveness, solve marketing theory currently its presence in the same industry impact and Practice bridge the gap between marketing and management to make fine, maximize overall revenue. Research on this topic Branch of Agricultural Bank of China Sihong grasp market positioning and marketing strategy services to develop a strong operational and practical guidance on the development of other small city commercial banks also have reference.