Study On JN Rural Commercial Bank Sales Department Service Marketing Strategy

Commercial bank service marketing idea of the cultivation and transmission of consciousness is relatively weak,reflected in the business network level,is reflected in the customer sticky weak,customer churn rate is high,it is difficult to protect customer satisfaction and loyalty.The basic business network is the basic unit of the commercial bank’s business development.It is the main position of the competition among the commercial banks.The marketing strategy of the business network is one of the important strategies for the commercial banks to cope with the increasingly fierce market competition of the banking industry.Under this background,it is of great theoretical and practical significance to strengthen the research on the marketing strategy of JN Rural Commercial Bank’s business network.It not only enriches the theoretical system of commercial marketing of commercial banks,but also lays the theoretical foundation for future research.Based on the service marketing theory and 7P marketing mix strategy,this paper makes a field research and data collation of JN Rural Commercial Bank’s business network marketing status by using literature research method,comparative research method,case research method and PEST,SWOT and five force models.This paper analyzes the internal and external environmental factors that affect the marketing of business outlets.Through the SWOT analysis tool,this paper analyzes the internal advantages and disadvantages,external opportunities and threats of JN Rural Commercial Bank’s business network marketing service,and constructs four alternative strategies,carries out specific strategy selection and specific marketing combination strategy And put forward the safeguard measures implemented by the strategy.The main conclusions of this study are as follows:(1)JN Rural Commercial Bank of China business outlets to develop specific service marketing strategy,taking into account the new product development capability is weak,it should focus on product mix and network brand building;taking into account the pricing power,it should focus on the rational use of various promotional tools adjust.Therefore,we should use the service product portfolio innovation strategy,product price development strategy,distribution channel diversification strategy,business outlets promotion strategy,service process management strategy,customer relationship management strategy,business network image strategy and other marketing strategies such as rich marketing strategy.(2)JN Rural Commercial Bank of China business network marketing strategy should be implemented to improve the organization and management,human resources,information technology,financial management,cultural construction as a specific safeguard measures to enhance JN Rural Commercial Bank of China business network service marketing level.