The Reaserch Of GA Rural Commercial Bank Service Strategy Under The Background Of Internet Finance

With the development of Internet technology,Internet finance as a new industry is rising rapidly,Yuebao,Caifutong,Jingdong IOUS and other Internet financial products have arisen.The Internet financial has a marked impact on traditional commercial bank as its convenience,and forced the commercial banks have to reform their financial products,management mode and customer experience etc..GA Rural Commercial Bank as a commercial bank,the business would not be spared by the financial impact of the internet.At the same time,in order to cope with the impact of the Internet finance,GA Rural Commercial Bank has also taken a series of measures,such as improving the service environment,the introduction of online banking.But it can't meet the requirements of service marketing.Based on the research on the related theory and paper,this paper put forward the service marketing strategy for GA Rural Commercial Bank to deal with the impact of Internet finance.Firstly,this paper reviews the domestic and foreign papers about Internet Banking,the impact of Internet Banking to commercial banks,service marketing.Based on 7Ps marketing theory,the theory of bank service marketing,the theory of financial intermediation theory,we analyze the impact of the Internet Banking to the commercial bank marketing,and put forward the general coping strategies.Secondly,based on the research and study of GA Rural Commercial Bank,we diagnose the problems of its service marketing,such as lack of innovative products,lack of price flexibility,lack of channel integration,the promotion methods are traditional.Thirdly,we put forward service marketing strategy aiming at the existing problems of GA Rural Commercial Bank,such as product improvement and innovation,differential pricing,internet promotion,the diversified channels,process reengineering,visible display.Finally,the sixth chapter summarizes this paper,and puts forward its innovation,the problems and prospects.