Research On Service Marketing Strategy Of Lianzhou Rural Commercial Bank

In 2018,the GDP contribution rate of tertiary industry,namely service industry is 59.7%,which means that service industry has occupied an important position in the economic development and has great prospects for development.Banking industry is service industry essentially.It faces not only important chances but also huge challenges.There are 17 private banks were approved to open in 2017.In 2018,the CBRC made the decision to loosen the share restrictions of foreign banks on Chinese banks.The banking industry face more competition with the popularity of Internet finance,especially the Alipay,Tencent,Jingdong and other internet companies have carved up the financial market.Only by strengthening bank service marketing,improving service level and striving for more high-quality customer resources can the competitiveness of banks be improved.In 2018,Lianzhou Rural Commercial Bank is weak at the growth rate of deposit balance and non-discount loan,and the competiveness declined.In order to improve its competitiveness,this paper launches the research on the service marketing strategy of Lianzhou Rural Commercial Bank.Using literature analysis,qualitative analysis,questionnaire and other methods,it combs the internal and external competitive features of Lianzhou Rural Commercial Bank,and carries out market segmentation,market targeting and market positioning.According to the market positioning and the actual situation of Lianzhou Rural Commercial Bank and the theory of bank service marketing,this paper focuses on using 7Ps theory of service marketing,combining with service profit chain and customer relationship management theory,formulates corresponding service marketing strategies advices.The types of service products of Lianzhou Rural Commercial Bank should be enrich,which is to meet the needs of customers;adopt flexible pricing strategy to open up new product market,make different pricing according to the customer contribution and loyalty;set up public relations propaganda group to improve propaganda rate by means of advertisement,online media and activities to form brand;exerting the advantages of electronic channels,strengthen the management of outlet channels and self-service equipment channels,to service marketing from all aspects;building professional marketing teams,improving service awareness and building service culture;keep clean environment;build whole service system to satisfy customs.The strategies should be applies with mechanism guarantee,resources appraisal guarantee and technical support guarantee to promote the smooth implementation of service marketing strategy.