Research On Service Marketing Strategy Of Ma'anshan Branch Of Postal Savings Bank

In recent years,with a series of landmark reforms,the domestic banking industry has developed rapidly.With the emergence of Internet finance,the banking industry presents a diversified pattern,and the market competition is becoming increasingly fierce.Ma'anshan is located in the east gate of wan river,the foundation of industrial development is good and the economy has developed rapidly in recent years.It provides a wide space and opportunity for the development of the banking industry in the city.By the end of 2017,Ma'anshan had more than 13 Banking institutions.In addition to the established banking institutions such as ICBC,ABC,BOCOM and the rural commercial bank,emerging commercial Banks are flooding in,such as industrial bank and Shanghai Pudong Development Bank.The financial market of Ma'anshan will become more competitive.Therefore,more and more attention has been paid to the service marketing of Banks,and the quality of service marketing has become the key to the competition of banking industry.It is an urgent research topic for Ma'anshan Branch of Postal Savings Bank to combine the business characteristics,establish innovative service marketing strategies,improve service marketing level and enhance core competitiveness based on regional characteristics.In order to strengthen the service marketing strategy of postal savings bank,integrate into the increasingly international competition environment,and realize the stable and sustainable development of enterprise.This paper refers to a large number of domestic and foreign literature,taking the marketing theory of 7Ps as the theoretical foundation.This paper adopts the method of combining thematic research with case study,qualitative research with quantitative research,through the specific data to Ma'anshan Branch of Postal Savings Bank marketing status,existing problems were analyzed.Based on the analysis of marketing environment,it puts forward targeted strategies and safeguard measures about service marketing.First of all,this paper expounds the research background and the significance of topic selection,introduces the research content,research ideas and methods,and puts forward the research purpose and significance of this paper.Secondly,this paper introduces the concept of service marketing through theoretical basis and l iterature review,and summarizes relevant literature on service marketing at home and abroad combined with the marketing theory of 7Ps,providing theoretical foundation for the following study.Then,this paper introduces the general situation of Ma'anshan Branch of Postal Savings Bank,and studies the marketing status of Ma'anshan Branch of Postal Savings Bank from seven aspects,including product,price,channel,promotion,personnel,process and physical display,and analyzes the causes based on the research results.Then,this paper analyzes the service marketing environment of Ma'anshan Branch of Postal Savings Bank.Through the analysis of macro environment and micro environment,and the application of SWOT analysis,the environment of its service marketing is specifically studied.In this paper,based on the above research results,combining the present situation and development prospect of Ma'anshan Branch of Postal Savings Bank,this paper puts forward the improvement suggestions and the implementations safeguard.Finally,this paper summarizes the whole research,discusses the shortcomings of the research and the prospect of the future research direction.This paper makes a comprehensive study of the service marketing of Ma'anshan Branch of Postal Savings Bank.On the one hand,it is of practical significance to strengthen the service marketing strategy of Ma'anshan Branch of Postal Savings Bank,improve its competition level and cope with increasingly fierce market competition.On the other hand,the theory of service marketing is enriched from different perspectives,which can provide certain reference significance for the development of service marketing of commercial Banks.