Study On Service Marketing Strategy Of Panshi Rural Commercial Bank

Finance is the core of national economy.Without finance,economy has no source.As a local financial institution,rural commercial Banks are less recognized by the general public than state-owned commercial Banks.They do not have huge capital support and huge customer flow.Compared with joint-stock commercial Banks,they lack successful models and theoretical supports.There is no rapidity,innovation and convenience of emerging e-commerce.If rural commercial Banks want to gain a place in the fierce competition among Banks,they must break through the traditional service marketing mode,explore and innovate,and form a differentiated and personalized service marketing system.This paper,taking panshi rural commercial bank as the main body of study and 7P service marketing theory as the basis,carries out SWOT analysis on the internal and external environment of panshi rural commercial bank?We found problems in service marketing of panshi rural commercial Banks from the current situation of service marketing,developed market positioning strategies for the Banks,found ways to improve service marketing strategies,and put forward reasonable Suggestions.This paper is divided into six parts.The first part is the introduction,this part mainly expounds the research background and significance of this paper,and elaborates the research status at home and abroad as well as the research methods and contents;the second part is the theoretical basis of the paper,it mainly includes the concept of service,7P strategy of service marketing.The third part is the analysis of marketing status and existing problems of Panshi Rural Commercial Bank,It mainly includes the general situation of Panshi Rural Commercial Bank,the marketing status of Panshi Rural Commercial Bank,and the problems of Panshi Rural Commercial Bank,such as lack of innovation in products,indistinct price function,extensive channel management,inadequate promotion ideas,unreasonable personnel structure,low level of service standardization,inadequate physical display and so on.The reasons for these problems are analyzed.The fourth part is the SWOT analysis of Panshi Rural Commercial Bank's service marketing.Panshi Rural Commercial Bank has the advantages of geographic industry and system.It is at the disadvantage of shortage of talents,inadequate ability of financial innovation and unclear market positioning.It is facing the test of service and the threat of lack of competitive consciousness,so as to find policy support and external opportunities.The fifth part puts forward some Suggestions to improve the service marketing strategy of the rural commercial bank.It is necessary to strengthen service product innovation,standardize service product pricing,establish flexible sales channels,implement diversified promotion strategies,cultivate service personnel with comprehensive skills,improve service process and strengthen tangible display.The sixth part is the conclusion and prospect of this paper.