A Commercial Bank Yongji Branch’s Service Marketing Strategy Optimization Research

Along with three grand strategy is put forward and implement,A commercial bank to enter the development in the new period of reform and transformation,each node is in the lobby winning as an opportunity to change ideas,emancipate the mind,establish new marketing service idea,to create new service mode,using the improved operation method,to establish and perfect the system of operation,to achieve network upgrade.Since 2018,yongji sub-branch of A commercial bank has been making continuous efforts to optimize its service marketing strategy based on the theory and practical situation of market service marketing,and achieved good results.Based on the background of the development of the banking industry,this research systematically reviews the popular marketing theories in the world and the development history of China’s commercial Banks,and analyzes the evolution and challenges of China’s commercial Banks.Analyze the theoretical basis and main methods of China’s commercial Banks to develop services,and provide main tools for the strategy analysis of yongji branch of A commercial bank.This paper takes yongji sub-branch of A commercial bank as the research object.On the basis of 7Ps marketing theory,through investigation and understanding of customer demand,it analyzes the current situation and existing problems of the network’s marketing strategy from the aspects of product,price,channel,promotion,personnel,tangible display experience and service process experience.A commercial bank yongji sub-branch has A series of practical problems,such as insufficient product innovation and development,poor price advantage,unscientific channel management,insufficient creative promotion methods,immature talent management mechanism,weak service process control,and general tangible display experience.At the end of the paper,the optimization strategy is put forward based on the 7PS marketing theory,including product innovation,focus on key products,combined products and other product strategies;Personalized pricing,flexible pricing and other pricing strategies;Optimize the channel strategy of dot window design;Merchant promotion,network promotion,expense reduction and other promotion strategies;Serious discipline,personnel adjustment,business improvement,scientific distribution performance,competitive recruitment and other personnel strategies;Lobby marketing,counter simplification,customer manager marketing,door-to-door marketing and other process optimization strategies;Hall display strengthening,communication display strengthening and new media publicity and other tangible display optimization strategies.It is hoped that by studying the marketing strategy of yongji sub-branch of A commercial bank,it can provide reference Suggestions for the innovation and development of basic branches of commercial Banks.