Research On Service Marketing Strategy Of Yantai Rural Commercial Bank

With the continuous development of China 's market economy,the competition among commercial Banks is no longer a single product and channel,and high-quality customers have become the breakthrough point of commercial Banks' competition.Commercial Banks,as a service industry,can only rely on service to obtain customer recognition.Service is embodied in all links of the bank's work,an important carrier and indispensable organic component of its business activities,and an important manifestation of its soft power and competitiveness.The attitude,content and efficiency of banking services have a huge impact.Service is not only the image,but also the brand and the core competitiveness of Banks.However,with the continuous changes in the market and the development of network technology,commercial Banks are facing increasingly fierce competition in the field of service marketing.At the same time,with the continuous improvement of residents consumption level,great changes have taken place in residents consumption mode.Customers demand for services provided by Banks keeps increasing,while the homogenization of financial service products between commercial Banks is more prominent.Therefore,according to the needs of consumers,providing personalized financial services and developing distinctive service marketing strategies based on local conditions have become an important way for the development of Banks.This paper takes the service marketing strategy of Yantai Rural Commercial Bank as the research topic,draws on the service marketing theory of commercial banks and the 7P model of service marketing,and uses SWOT analysis method to find out the current situation and existing problems of Yantai Rural Commercial Bank's service marketing,and puts forward targeted improvement strategies of service marketing.To be specific,this paper first introduces the background significance of the topic and the research status at home and abroad;Secondly,the basic concepts and related theories of service marketing are reviewed.Thirdly,combined with the questionnaire,the paper analyzes the current situation and problems of Yantai Rural Commercial Bank's service marketing management and analyzes the marketing environment of Yantai Rural Commercial Bank through SWOT analysis.Finally,according to the problems found in the survey and combined with the actual situation of Yantai Rural Commercial Bank to develop service marketing strategies and suggestions,and put forward effective measures to ensure.The conclusion of this paper is helpful for Yantai Rural Commercial Bank to better adapt to market changes,improve market competitiveness,and thus improve bank profits.At the same time,it puts forward to adapt to the market and meet customer needs of the service marketing strategy,enrich the relevant theory of service marketing,and have certain reference significance for the development of banking service marketing.