Research On The Improvement Of A Branch Service Marketing Strategy Of Agricultural Bank Of China

In recent years,with the homogenization of financial products,a strong impact on customer demand integration and Internet banking,commercial banks reduced customer loyalty for the customer and product marketing costs are rising rapidly.The competition between commercial banks is mainly to attract customers for the purpose of marketing competition,only constantly improve the level of communication with customers that can be in an invincible position in the fierce competition.In this paper,the Agricultural Bank China A branch as an example,should be made to further improve the branch service marketing concept,establish a perfect marketing service system,strengthen customer relationship management.Specifically,this paper is divided into six parts,the first part is the introduction,the main thesis research background,research significance,research status at home and abroad,main methods and techniques used in this study,on the one hand,clear the basic idea of this study,on the other hand,based on the related literatures,we find the entry point research on service marketing.The second part is the theoretical basis,this research mainly from the service marketing theory,7Ps theory,customer relationship management theory,marketing theory and cross selling theory,establish the theory and bank service marketing strategy to improve ties between the third part is the Agricultural Bank China A branch The analysis of the present situation,combined with literature research,research actuality of A branch of service marketing,on the other hand,combined with the practice of investigation and research,combing the operating data of A branch,customer relationship management and employee satisfaction status.The fourth part analyzes the problems and causes existing in the A branch of service marketing and the service marketing idea lag,cross selling weak sense of service differentiation,customer relationship management needs to be improved,lack of marketing innovation,in the analysis of reasons,discussed from the two aspects of internal and external factors.The A branch of service marketing strategy and suggestion of the fifth part,in the aspect of strategy is put forward We should take the customer experience to enhance the sense of marketing mode,strengthen cross selling,improve customer loyalty,the implementation of differentiated positioning,establish experience strategy of value-added services,improve the O2 O service marketing mode,in safeguard measures,should be innovative service products,improve service process,create a service culture.