Strategy Of Yuzhong County Branch Of Agricultural Bank Of China

In the 21 st century,with the changes of people's age,wealth,culture,lifestyle,value system,etc.,customers are no longer passive to accept the same service,but to choose a variety of services by themselves,through different channels about the experience information from banks,products and services,and even from other customers.The change of homogeneity to the differentiation of customers has brought great challenges to banking industry,while foreign banks and Internet finance begin to move in Lanzhou and the number of local banks begin to grow,the competition is much intensified in the industry.In the past 2015,the steady growth of business indicators has made new development of Yuzhong County branch of Agricultural Bank.However,Yuzhong County branch of Agricultural Bank has the following problems: the marketing service awareness is not strong,the business capacity is low,the channel management is extensive,therefore,how to improve service marketing,service quality and market share,promote profit growth,has become a subject that is urgent to study.In this paper,take Yuzhong County branch of Agricultural Bank as an example.Frist,we use commercial bank service marketing theory and 7Ps sevice marketing theory,adopt the questionnaire and field research to obtain first-hand information,through the analysis of the survey data,point out that some service marketing problem of Yuzhong County branch of Agricultural Bank.Then,we analyzes the advantages,disadvantages,opportunities and threats of Yuzhong County branch of Agricultural Bank,and provides the basis for its development strategy by expounding the internal and external environment and market competition environment of Yuzhong County branch of Agricultural Bank and using SWOT analysis tools.And then,based on the service marketing problems of Yuzhong County branch of Agricultural,we also combine with7 Ps theory to give the improvement strategy.In the end,the service marketing strategy is put forward from the aspects of perfecting the coordination mechanism,risk control,service culture shaping and strengthening service quality assessment Smooth implementation of the safeguards.