Research On Service Marketing Strategy Of The Agricultural Bank Of China's TE Branch

With the opening of the threshold for the banking industry and the impact of Internet finance on the banking industry,the development of banking industry has entered a cold winter.The overall plan of Anhui Hefei for the next five years is as follows:Hefei's urban development goal is to build a world-class urban agglomerations sub-center,the National influential regional mega-cities.There are more and more small and medium-sized commercial banks entering Hefei market,according to Hefei's development goal,there will be more commercial banks to compete for share in Hefei market,banking competition will become more intense.China agricultural bank as the traditional four big banks,if do not find a way to maintain customer loyalty,then a large number of customers will be more competitive small and medium-sized shareholding banks dug up.Therefore,this paper starts from the basic network point,analyzes the existing problems in the actual business development process,and hopes to enlighten the future development direction of the basic network and even the whole agricultural bank.To improve the overall competitiveness of the TE branch of the Agricultural Bank of China,this paper based on modern marketing theory,used qualitative research method combining thematic research and case study,to put forward problems,analyze problems and solve problems.This article is presented in six chapters,the first chapter introduces the whole thesis.The second chapter elaborate the theoretical basis of research,introduce the related theory of service marketing,the PEST analytical method and the SWOT analytical method.In chapter 3,to find and analyze the problems.Based on the investigation of customer satisfaction,to find the problems and analyse the causes from product situation,price situation,promotion situation,channel situation,personnel situation,physical display situation and service process.Chapter 4 analyzes the marketing environment of the TE branch of China agricultural bank,and analyzes the macro-environment from the angle of political,economic,sociocultural and technical factors.Then analyzes the micro-environment from the perspectives of customer demand,competitors and enterprise capabilities.Finally,through the SWOT analysis to understand the advantages,disadvantages,opportunities and threats of the bank's TE branch,providing decision-making basis for proposing targeted marketing strategies.Chapter 5 gives the suggestions and implementation guarantee of the marketing strategy of agricultural bank TE branch service from the angle of 7P service marketing strategy combination.The product strategy includes subdividing the customer,creating brand effect and developing characteristic business actively.Price strategy is flexible through value-added services.The promotion strategy includes enhancing VIP customer management,telephone promotion,customer word of mouth recommendation and increase the discount.The channel strategies include developing electronic channels,expanding foreign businesses and cross-border cooperation.Personnel strategy includes adjusting personnel arrangement,clarifying job responsibilities,system training and enhancing staffs sense of belonging and so on.The physical display strategy includes internal and external environment display,personnel display,window display and publicity display,while service process strategy includes optimizing service flow,implementing standardized service and adopting flexible scheduling.The implementation of security includes organizational structure,financial security,personnel security and enterprise culture,in which personnel security is divided into enhancing employee satisfaction and optimizing personnel structure.Finally,chapter six gives the conclusion,limitation and prospect of the study.Under the background of increasing competition in banking industry,it is urgent for the basic bank branches to strengthen the service marketing.The research of this paper has some reference meaning for other similar bank branches to formulate service marketing strategy.