Research On The Optimization Strategy Of B Bank N Branch Service Station Marketing

With the development of economy,politics,Internet technology and other policies and technologies,the development of financial industry is also undergoing great changes.As a local city Commercial Bank,Bank B N Branch has no advantages of scale of state-owned commercial banks and no diversified product system of joint-stock commercial banks.Relying on the model of“Finance + Science and Technology”,Bank B N Branch set up four-level service chains,sink channels and services,set up financial service stations in rural areas,and encircle the cities with rural areas,promote market share at county level and below,seek opportunities for development.In four years,there are 600 financial service stations,but there are some problems such as difficult management coordination,unbalanced development,low level of marketing management,and so on.In this context,this paper uses marketing theory and combination tools,first based on the city,county,township,village four-level service chain based on the study of service station marketing optimization strategy.Then introduces the B Bank N Branch Financial Service Station’s basic survey and the operating condition,analyzes the present market marketing existence question.By using porter’s five forces model,this paper analyzes the macro-environment and competitive environment of service stations,and finds out the advantages,disadvantages,opportunities and threats of service stations.On this basis,using the STP theory,the target market is analyzed and the positioning of the development is found out,and finally the marketing optimization strategy to promote the performance of the bank service station is given,and the measures to ensure the optimized operation of the marketing strategy are put forward.Through the research,this article mainly obtains the following conclusions:First,under the strong guidance of the Rural Revitalization Strategy Development,the Service Station of Bank B N Branch has the development opportunity,but analyzes the development present situation,service station products,pricing,channels,strategies there are constraints on the development of factors that need to be optimized.Second,through the marketing environment and industry competitors analysis,to find the target market and development positioning,to solve the current marketing problems.Third,in order to ensure the promotion of marketing optimization strategy,we need to improve management from within the team,strengthen the efforts of wind control,optimize human resource allocation and other joint efforts.It is hoped that the marketing strategy of the Service Station of Bank B N Branch under the “Finance + Science & Technology”Management Mode proposed in this paper will be of some reference value to relevant peers.