Research On Service Marketing Strategy Of Changchun Rural Commercial Bank

At present,the trend of global economic development is becoming more and more obvious.The international and domestic financial markets are fully open.The competition between banks is becoming more and more obvious.In addition to the “hardware” competition,competition between “software” is increasingly being cited.It is noticed that rural finance is an inseparable part of China's financial system,and it has also made important contributions to the “three rural” services.Its development and innovation have an important impact on rural economic development and social stability.In recent years,with the gradual improvement of China's rural commercial financial system,the rural credit cooperatives cooperation system,shareholding system and commercialization reform have received much attention.At present,Changchun's financial industry has a good foundation,rural commercial banks are widely distributed,and the financial industry is extremely competitive.In the face of competition,how Changchun Rural Commercial Bank can improve its service marketing level,improve service quality and market share,and promote profit growth has become a top priority.This study has practical significance for consolidating the status of Changchun Rural Commercial Bank in the local financial field of Changchun and further exerting the financial support role of “agriculture,rural areas and farmers”.This paper uses literature reading method,case study method and investigation research method,mainly adopts STP theory and 7Ps marketing theory,summarizes the current situation of service marketing of Changchun Rural Commercial Bank,and analyzes the problems existing in the service marketing of the bank.Based on the analysis of internal and external environmental protection of banking service marketing,a banking service marketing strategy was proposed.In recent years,Changchun Rural Commercial Bank has firmly established its business philosophy.It is mainly serving Changchun's local customers,small and micro enterprises,and is committed to building a service platform,innovating financial service models,giving full play to the role of rural commercial banks in finance,and actively developing Changchun.The economic and social development of the city.It also played a positive role in the construction of new countryside.However,at present,the bank still has problems such as insufficient innovation in product types,unobtrusive price items,extensive management channels,outdated sales ideas,insufficient flexibility in service processes,and insufficient type display.Therefore,Changchun Rural Commercial Bank should adopt service marketing strategies such as strengthening service product innovation,standardizing service product pricing,establishing flexible sales channels,implementing diversified promotion strategies,improving service processes,and strengthening service display.While implementing the above-mentioned service marketing strategy,Changchun Rural Commercial Bank must also give full play to its own advantages and characteristics,improve the composition of human resources,optimize the organizational structure,strengthen the construction of software and hardware infrastructure,and promote the construction of electronic information technology system.Only in this way can it be adopted.A modern commercial bank with regional characteristics will be built.