The Research On The Improvement Of Counter Marketing Management Of S Branch Of The Bank Of Y

S branch of the bank of Y was settled in Shenyang City in 2009.After a series of reform measures such as performance reform,network construction,upgrading and upgrading of financial products,transformation and upgrading of retail business,asset scale has increased rapidly,and retail lines have been developing rapidly.Especially in 2015,after putting forward the marketing concept of "being a citizen's housekeeper bank",the retail business developed rapidly,and established a good image and reputation in Shenyang.As a small and medium-sized city commercial bank which helps to serve the local economy,how to fix its position in the fierce competition in the financial market,how to deal with the competition challenges from the same industry efficiently and cheaply,and how to deal with the upcoming Internet financial changes,has become an urgent question for S branch of the bank of Y.This paper first introduces the background and significance of the topic,and then analyzes the current situation of the marketing development of the excellent commercial banks.Through the analysis and comparison of the counter marketing business of the outstanding commercial banks in the financial industry,as well as the scientific analysis and interpretation of the counter marketing business of S branch of the bank of Y from the aspects of products,personnel,hardware and technology,it is found that the innovation of counter financial products is insufficient and the business process is complicated.The marketing service consciousness of the counter is weak,the service quality is poor,and the business knowledge and skills are not well mastered.Business environment and marketing process need to be optimized.The slow development of e-banking related business and the inadequate allocation of electronic hardware facilities are caused by the imperfection of product innovation mechanism and environment,the lack of attention to personnel training and hardware facilities and e-banking related business.This paper will analyze and interpret these problems one by one.Through a series of reasonable and effective measures,we can improve and solve the current problems.We try to solve the current product innovation problems through targeted product development,in order to more scientific and effective staff training and incentive mechanism related measures to improve counter service marketing awareness and marketing quality.To learn from and introduce advanced business environment and business process industry standards to improve S branch of the bank of Y counter marketing business experience and efficiency.At the same time,we should pay more attention to the hardware facilities and software services of electronic banking.Accelerate the healthy development of e-banking business.The results of this paper will help S branch of the bank of Y business outlets to optimize the counter marketing management improvement,and the emphasis of the development of product characteristics,enhance the characteristics of services,optimization of management philosophy.As soon as possible in the fierce competition of Shenyang financial industry,find their own position and truly realize the strategic vision of "the housekeeper bank".