Research On Service Marketing Strategy Of YS Branch Of Agricultural Bank Of China

The agricultural bank of China was officially established on February 23,1979 with the approval of the people's bank of China.In China,agricultural bank of China has branches in urban and rural,strong financial strength,service function is all ready,Oriented for countryside,peasants and agriculture,not only win the trust of the broad masses of the people and customers,and they made great progress together.it become one of the biggest Banks in China,and win a pivotal position in the economic and social development.With the continuous advancement of China's economic and financial system reform,the internal operating environment of China's commercial Banks has also undergone significant changes,and the competition in the financial industry is becoming increasingly fierce.With the easing of access conditions for urban commercial Banks,private Banks and local Banks,a diversified and multi-level financial market system has gradually taken shape.In order to cope with the fierce competition,agbank should conform to the trend of economic development,accelerate the transformation of branches,improve service quality,and formulate scientific and effective marketing strategies.With personalized service to retain old customers,expand new customers,improve customer loyalty,improve market competitiveness.This article adopts the method of theory combining with the actual,first introduces the development of service marketing and customer satisfaction,customer loyalty theory,and the theory of 7 p related theory,according to "ask questions-analysis problem-problem solving",using the SWOT analysis of the agricultural bank of China YS branch current of the strengths,weaknesses,opportunities,threats,and points out the existing problems of its services,mainly displayed in the counter business efficiency is low,the lack of hardware support,service marketing consciousness is not strong,the low level of information technology support,lack of efficient internal synergy marketing service process and marketing services professionals.By means of questionnaire and field survey,real first-hand data are obtained.Through comprehensive analysis of the questionnaire,it is concluded that business efficiency is still the most important factor affecting customer satisfaction of YS branch and the key to improve service marketing.Secondly,factors such as the convenience of parking and service characteristics are also relatively low in customer satisfaction.Through the correlation analysis of some indicators with the help of SPSS software,it is concluded that there is a positive correlation between customer satisfaction and hardware index and software index,and software index has a greater impact on customer satisfaction.Finally,based on the actual situation,I gaveSuggestions on the improvement of YS branch's service marketing from the aspects of business process,channel strategy,product strategy,service remedy and customer maintenance,which is of certain significance for improving service quality and strengthening service marketing.Finally,YS sub-branch should take certain measures from the aspects of organizational guarantee,system guarantee,personnel guarantee and security guarantee to ensure the smooth implementation of marketing strategies.