Research On Service Marketing Strategy Of Bank A Of Zhuzhou City

With gradual opening up of China's banking industry,development of Internet finance and increasing number of banking institutions,the domestic banking industry is constantly facing new opportunities and challenges.State-owned commercial banks and other commercial banks are widely distributed,and competition in the financial sector is extremely fierce.In the face of competition,it has become a realistic problem to be solved on how to combine its own characteristics,improve service marketing,and promote profit growth for A industry,a typical urban commercial bank with more than 30 years of development history in Zhuzhou city.If A Bank of Zhuzhou City wants to gain an edge in the fierce market competition,it must accelerate the development of financial business and continuously improve service quality,customer satisfaction and market share.The success of financial business depends,to a large extent,on the service marketing strategy of the bank.Therefore,A Bank of Zhuzhou City must change the past practice of neglecting service marketing and find a service marketing strategy that conforms to its actual situation.Taking the service marketing of A Bank of Zhuzhou City as the research object,based on the modern marketing theory and corporate strategy theory and combined with the practical development of A Bank ofZhuzhou City,this paper studies the service marketing strategy of Zhuzhou City A Bank systematically.The literature research method is used to review the research status of commercial banking service marketing at home and abroad systematically,and relevant theoretical knowledge of commercial banks and their service marketing is introduced to provide theoretical basis for the paper.By survey method and deductive induction method,the paper gives a detailed summary and analysis on the development status of the Bank's business,customer satisfaction,existing problems of present service marketing as well as the advantages and disadvantages,opportunities and threats confronted.Based on the market segmentation,market positioning and target market selection of the service marketing of the bank and from the perspective of 4Cs theory,the paper puts forward the Zhuzhou City A Bank's service marketing combination strategy from four aspects: customer,cost,convenience and communication.At last,in order to ensure the effective implementation of service marketing strategies,safeguard measures are proposed for systems,talents,technology and corporate culture.