Research On Service Marketing Strategy Of Shanghai Pudong Development Bank Zijingshan Road Sub-branch

With the widespread use of Internet finance and the acceleration of the opening up of the financial industry,commercial banks face increasing fierce competition.And coupled with with the uncertain economic situation at home and abroad,how to maintain corporate competitiveness is an important point for commercial banks.Improving service quality is the key for commercial banks to acquire customers,build core competitiveness and improve business performance.It is of great theoretical and practical significance to explore the service quality and service marketing strategies of banks.This paper concentrates on the sevice quality of the Zijingshan Road branch of Shanghai Pudong Development Bank(SPDB),firstly analyzes the service marketing overview and business environment,and combines combines the SWOT analysis method to determine the strength,weakness,opportunities and threats.Then baed on service marketing 7Ps model,it analyze the driven factors of service quality,and reveals the mechanism of each element.Using questionnaires,we investigate the service marketing of the branch,and empirically testify the influence of product and service,price,place,promotion,participants,physical evidenc,process and the whole mix on service quality with ordinal regression.Finally,combined with the results of empirical research,the relevant recommendations of the service marketing strategy are proposed.The main conclusions are as follows:Firstly,the operation of the Zijingshan Road branch of SPDB is facing an increasingly severe macro and micro environment.However,the long-term accumulation of a large number of customers and the advantages of brand and reputation,as well as the regional economic growth trend will further benefit the development of the branch.Secondly,factors such as product and service,price,place,promotion,participant,physical evidence and processe will affect customer evaluation of service quality.And the overall 7Ps portfolio will also affect customer evaluation of service quality,but place,promotion,participant and process are important factors in the 7Ps portfolio that significantly affect customers' perception of the quality of service of the Zijingshan Road branch.Thirdly,from the aspects of product and service,price,place,promotion,participant,physical evidence and processe,it provides relevant recommendations of the service marketing strategy.In terms of product and service strategy,provide personalized products and services within the maximum authority of the branch.In terms of price strategy,use differentiated pricing strategy.In terms of place strategy,promote the construction of intelligent branch and enhance the accessibility of electronic networks.In terms of promotion strategies,increase sales promotion,strengthen active marketing,and use big data and artificial intelligence to promote accurate marketing.In terms of paticipant strategy,improve the quality of employees and strengthen the training.In terms of physical evidence,optimize the business environment of the outlets and strengthen the management of the hardware of the outlets.In terms of process,improve problem handling efficiency,promote the standardization of process standards and the rigor of process management.