Research On Service Marketing Management Improvement Of Kaifeng A Branch Of Postal Savings Bank Of China

Along with the continuous economic progress,the process of globalization is accelerating and the world economy is integrating with each other,the economy of our country also grows steadily after the reform and opening-up,the accumulation of people’s wealth increases day by day,and the mode of thinking changes gradually.In the process of the development of banking business,the problems such as single marketing mode,emphasizing sales but neglecting maintenance are becoming more and more obvious,at the same time,with the implementation of the new capital management regulations,breaking the rigid payment,the net value of products,as well as the related product thunderstorms in the past two years and the village bank events in the previous paragraph,how to do a good job of banking service marketing management for the development of the industry is particularly important.Postal Savings Bank as a model of the national team of the banking industry,is now seeking to enhance the overall competitiveness.Branch A in Kaifeng is facing a bottleneck in business development.The growth rate of its business is lower than that of other banks and the proportion of middle-and high-end customers is relatively small.at present,we are also facing the problem of strengthening the specialized ability and improving the comprehensive competitiveness.Based on the macro-background,industry background and the situation of Postal Savings Bank,this paper studies the service marketing management triangle model,the service marketing pyramid model and the service profit chain model,by using the methods of literature study,questionnaire,on-the-spot observation and personal interview,this paper analyzes and studies the present situation of the service marketing management of branch A of Postal Savings Bank,it is found that in the process of internal marketing,the staff’s understanding and recognition rate of corporate culture is low,the training does not achieve the expected effect,and the incentive measures can not effectively motivate the staff In the process of external marketing,corporate brands are less attractive to middle-and high-end customers,customer activities can not achieve the desired results,environmental comfort and equipment need to be improved;Poor service process experience,serious loss of high-end customers,the ability of employees to fulfill the postal savings bank’s commitment and other issues.This paper analyzes the causes of the problems,and puts forward the improvement measures from the three aspects of internal marketing,external marketing and interactive marketing,so as to enhance the service marketing management ability of branch A and enhance the comprehensive competitiveness.Through the research on the service marketing management of Kaifeng A branch of the Postal Savings Bank,the paper comes to the conclusion that under the background of rapid development and post-epidemic situation,service marketing management is of great significance to the development of banking industry and the maintenance of customer relationship,through the management improvement of internal marketing,external marketing and interactive marketing,the comprehensive competitiveness of banking industry can be promoted to promote the healthy development of financial market.This study has strong applicability to the improvement of service marketing management of A branch of the Postal Savings Bank of China,and has reference significance for the problems existing in the improvement and development of similar branches.