Research On Service Marketing Strategy Of Bank Of China XC Branch

China,as well as its economic globalization and financial liberalization,has loosened the limitations of financial market access over time.This welcomes many a foreign banks to flow into China's financial market.Chinese commercial banks are forced to face the increasingly fierce market competition and the enormous pressure to stay alive.Meanwhile,Starting from the YU E BAO in 2013,the Internet financial products started to threaten the selling of the products from the Chinese commercial banks.When faced with state of art online financial products,the proportion of the traditional banking market has stopped shrinking.Thus,the commercial banks profit is cut recently.Meanwhile,people's lives has greatly improved and consumer income is continuously increasing.Therefore,people have greater needs for service quality.Consumers do not need more services,but more targeted,personalized and diversified services.High-quality services can bring huge profits to enterprises.Facing the severe market situation and customers' high requirements for services,Chinese commercial Banks begin to transform in the aspect of concepts and service marketing strategiesAccording to the changes in the financial market and in order to improve market competitiveness and service quality,XC branch of bank of China started to build intelligent branches from 2017,aiming at improving service efficiency and customer satisfaction.Based on the theoretical basis of service marketing 7PS,I take the XC branch of bank of China as the research object in this paper.I conduct environmental analysis,and use SWOT tool and questionnaire survey,in order to highly summarize the problems and causes of the seven aspects of service marketing in the intelligent branch,XC branch.In terms of product,homogeneity phenomenon is more serious.The product is without competitiveness.Pricing has no advantages,because the XC branch has no right to set the price.In terms of channels,customers rely on counters,so the publicity of the new channels should be strengthened.Promotion forms are old and we need to give customers more profits to attract customers.When it comes to personnel,the performance of the staff needs to improve and employees' passion for work requires to be stimulated.About tangible display,the number of open Windows is small,and hall facilities need to be improved.In terms of service process,it is tedious to deal with bank business,so there is a long time for customers to wait.According to these problems,the corresponding measures and safeguard measures are worked out to improve the service efficiency and comprehensive competitiveness of the XC branch bank of China,which can also enlighten the development of other intelligent commercial banks in China...