Research On E Bank's Service Marketing Strategy

With the rapid development of the market economy,various types of financial institutions in China has continuously emerged and developed rapidly,which has greatly enriched the domestic financial market and also broke the "unification of the world" of traditional state-owned commercial banks.With the entry of foreign financial institutions and the establishment of mobile internet financial institutions,competition in the domestic financial market has become increasingly fierce.In such a competitive environment,as a domestic listed joint-stock commercial bank,E BANK urgently needs to expand marketing methods and enrich marketing connotations to improve marketing quality and strategic transformation by focusing on customer needs and developing service marketing strategies.This article summarizes the technical roadmap of this study on the basis of a review of domestic and foreign literature,and lays the foundation for future research by analyzing the research theories of commercial bank marketing models,STP theory,‘7P marketing theory'.Afterwards,it analyzes the current status of E BANK's service marketing,and analyzes the environment in which E BANK's service marketing is located in terms of politics,economy,social culture,and technical environment.Based on the above research,combined with the ‘7P theory' to analyze the problems and reasons in the E BANK 's marketing strategy.Then,the SWOT analysis method is used to analyze the internal advantages and disadvantages,external opportunities and threats of the E BANK's development of service marketing strategies.Based on the above research,this paper puts forward the recommendations of E BANK 's service marketing strategy.First of all,it is necessary to pay full attention to the market,combine STP theory to conduct market segmentation,target market selection,and determine market positioning to clarify marketing strategies.Then combined with ‘7P marketing theory' from seven aspects of product,price,path,promotion,personnel,physical evidence and process of management to improve marketing strategy.Finally,based on the E BANK 's service marketing implementation goals,it will provide effective and effective guarantee for the expansion of E BANK 's service marketing strategy through measures such as improving customer transfer value,establishing customer network connections,increasing market response speed,and maintaining customer relationship maintenance.