Research On Service Marketing Strategy Of Chengdu Rural Commercial Bank Under The Influence Of Third-Party Payment

With the continuous progress of Internet technology in recent years,by using technology-driven and business-innovation third-party payment enterprises created a new situation of payment.First,with the rapid development of mobile payment,people can complete online shopping in without wallet anytime,anywhere,so,third-party mobile payment gradually become the norm and satisfied the public demand for convenience payment.Secondly,the success of Yu'ebao promoted the enthusiasm of third-party enterprises for financial innovation,its business scope is no longer limited to providing payment channels,covering “deposit,loan,exchange" of the traditional commercial banks,affecting the development of commercial banks.Thirdly,payment by barcode and two-dimensional code is widely used,and then the data security is for higher demand.Although the third party has some security risks,legal risks and other defects,but as an important part of Internet finance,its wide range of applications and low transaction costs,also affect the development of traditional commercial banks."Based on rural areas and serve for serve" is the purpose of Chengdu Rural Commercial Bank,it is the local financial institution which has the largest number of outlets and the most extensive coverage in Chengdu.In the terms of business environment,CDRCB(refer to Chengdu Rural Commercial Bank)should not only face the competition of other commercial banks,but also face the challenges of third-party payment.CDRCB not only to face the competition of other commercial banks,but also to face the challenges of third-party payment business,especially the third-party payment enterprises began to enter the three-tier and four-tier cities,rural markets with their new products.On the one hand,their service objects are overlapping,on the other hand,impacting the business development of CDRCB.Therefore,how to do market positioning,to maintain competitiveness,to choose their own development of financial services marketing strategy under the influence of third-party,become an urgent problem to be solved.Recently,CDRCB provides of a series of internet financial products with its own characteristics,Such as direct marketing banks,electricity business platform,Huinong micro-bank,but they have the problem of small numbers of users,low usage,similar to other products,so CDRCB needs marketing strategy with rural characteristics.By analyzing the service marketing environment of CDRCB,including the economic environment of Chengdu,regulatory policies,competitors,consumer demand,then combing with the line of service marketing problems,using the 7Ps marketing theory,the paper puts forward the following strategies.With product strategy,CDRCB has to combine the needs of customers to innovate service products;with price strategy,CDRCB has to cooperate with third-party payment to seek win-win situation,then saves the cost to provide preferential price for customers;with place strategy,the marketing channel should be built into a service with the characteristics of agriculture;with promotion strategy,there should be a variety of promotional methods,such as network marketing,introducing customer through customer;with people strategy,CDRCB needs to improve the employee age structure,while improving the staff's marketing awareness and the quality of service;with physical evidence strategy,CDRCB should create "smart bank" and "Huinong micro-bank" to visualize the service to the customer;with process strategy,CDRCB needs to build a standardized and differentiated service flow internally.