Strategy Research On Service Marketing In Rural Commercial Bank

With the continuous progress of financial globalization,the deepening of the financial system reform and financial innovation are endless,so China’s financial industry is meeting new opportunities and new challenges as well.After many years of development in the financial industry,the financial market has been increasingly mature and the perfection of the system has been gradually improved.The multiple competition of market structure in China’s banking industry has become increasingly clear,which forms a coexistence mode,including state-owned commercial bank,joint-stock commercial bank,urban commercial bank,rural commercial Banks,and foreign banks.The banking industry can maintain their own business in this increasingly fierce competition only by better understanding and real facing up of services marketing and full play to the marketing function as well.Marketing has become an important means to deal with the market competition by various types of banks.The hot spots of marketing change from the product level to the service level.Service marketing has become an important part of marketing competition and also has shown an important role in the competition in the banking sector.In order to achieve the development of the banking industry,it is necessary to conform to the trend of financial development.In order to stay a favorable position in the competition,it is necessary to introduce advanced service marketing concept and mechanism.The competition between banks is becoming more and more fierce and frequent,while the external macro environment and the internal micro environment are facing constant changes.The traditional mode of waiting for customers is out of date.The commercial banks are actively pursuing the customer demand-oriented competition,while more and more commercial banks have already recognized the importance of services marketing.Therefore,it becomes more mature in the domestic banking industry to innovate actively and take the differences and customize marketing.As a member of the banking industry,the rural commercial bank has the competitive environment that the general banking industry faces.Due to the particularity of its own system,it is also facing a unique operating environment.In such conditions,rural commercial banks are not conducive to the development for the lower starting point and regional limitations.Therefore,they are facing unfavorable situations and are in lower level compared with state-owned banks and city commercial banks in the following aspects: asset size,product configuration,network settings,electronic level,and human resource quality.Their lack of good hardware facilities and weakness of innovation in financial products are causing weakness in their core competition.This paper mainly focuses on the development of bank marketing which will be divided into three parts as follows.Firstly,it will collect relevant theoretical papers in and abroad about the development of services marketing in the financial industry from the perspective of banking services marketing.Secondly,it will summarize the macro and micro environment of services marketing in China’s domestic commercial banks.It will,in the next part,provide advises on services marketing related to current problems Later it will analyze the development status and business environment of rural commercial banks.It will also research by a SWOT analysis method based on cases of Wuxi Rural Commercial Bank to summarize and analyze its problems in services marketing,construct a matrix of development model and discuss marketing strategies under different combinations.Last take an envision in the future.