An Analysis On Service Marketing Strategy Of Xinyi Rural Credit Cooperative

In2001, Jiangsu pilot the establishment of provincial credit union, the Xinyi rural credit cooperatives to enter a new period of development. With the Bank of Jiangsu, Lai Shang Bank to accelerate the pace of the Xinyi set point, the Xinyi area banking industry with an increasingly competitive. Commercial banks to compete at the same time, it also brings advanced marketing management concept. In this driven, in order to adapt to market changes and business need to compete, Xinyi rural credit cooperatives gradually began to establish adapt to market development and marketing services to meet customer needs, marketing and management has entered a rapid development of the channel, to carry out service marketing is becoming an important tool the Xinyi rural credit cooperatives to obtain new competitive advantage.This article mainly uses the method of qualitative analysis and the method of investigation and study, taking Xinyi rural credit cooperatives as the research object, the use of modern management theory and marketing theory, to Xinyi rural credit cooperative service marketing management research. The first part:the research of Xinyi rural credit cooperatives service marketing work of the significance, methods and technical route are the main research contents, identify research direction. The second part:literature review discusses the marketing development process, analysis of each stage of the characteristics, comparison of service marketing’s characteristic, research service and marketing of Rural Credit Union General characteristics. The third part:discusses the study of Xinyi rural credit cooperatives marketing management by use of the related marketing theory, analysis of rural credit cooperatives marketing management background and the present situation, by means of investigation and analysis of Xinyi rural credit cooperatives service satisfaction. The fourth part:the use of SWOT analysis, study of Xinyi rural credit cooperatives are facing a competitive environment, analysis of rural credit cooperatives, advantage, inferior position, opportunity and risk, put forward rural credit cooperatives marketing strategy choice of direction, study of Xinyi rural credit cooperatives marketing differentiation strategy and market positioning, service marketing countermeasures put forward direction. Fifth part:Study of Xinyi rural credit cooperatives service marketing strategy, through the analysis of Xinyi rural credit cooperative4P strategy and service strategy, from the view of7PS, proposed the Xinyi rural credit cooperative marketing service improvement program.Rural credit cooperatives, service marketing research Xinyi as the starting point, the situation of rural credit cooperatives, marketing development, comparative study of the gap between the credit unions marketing and customer requirements with the requirements of corporate customers, summarized the rural credit cooperatives problems in marketing management, and propose feasible measures to further promote the improvement of rural credit cooperatives and raise the level of service marketing.