Research On The Strategy For Promoting Service Marketing Capability Of Liaoning Agricultural Bank Of China Outlets

In recent years,in order to adapt to the complex and changeable economic environment and competitive environment,domestic commercial banks have continuously stepped up their investment in outlets and greatly enhanced the service marketing capabilities of outlets.No matter the service level and marketing skills or the business philosophy have made great progress.However,with the economic and social development entering a new historical period,the economic growth slowed down,supply-side reform brought full implementation of capacity-building capacity,the competitive environment and customer behavior change caused by the development of high-tech industries such as the Internet.continued to affect with the further development of commercial banks.In 2016,Agricultural Bank of China put forward the strategic requirements of continuously improving service quality,continuously improving efficiency of outlets,continuously improving value creativity and contribution,and promoting business leap-forward development.For Liaoning Agricultural Bank of China,the current outlets are facing many problems.Service marketing capabilities of outlets need to improve urgently.This paper systematically analyzes the internal and external current environment and service marketing capabilities of Liaoning Agricultural Bank of China outlets.It analyzes the policy,economy,society and technology environment of Liaoning Agricultural Bank of China outlets using PEST analysis method.The internal environment analysis focuses on the existing problems of service marketing capability of Liaoning Agricultural Bank of China outlets.It analys the service marketing capability of Liaoning Agricultural Bank of China outlets from the customer service capability,business acceptance capability,channel management capability and marketing capability to expand..It analys the advantages and disadvantages,the opportunities and challenges of service marketing capabilites of the Agricultural Bank of Liaoning faced by with SWOT and determines the ideas and goals of improving the service marketing capabilities of the Liaoning Agricultural Bank of China outlets.It sets the strategy of reversing the service marketing capabilities of Liaoning Agricultural Bank of China outlets.That is elying on the existing resources of the outlets,reversing the rigid management of the outlets,high operating costs and poor profitability,improving the service efficiency and service quality of outlets and promoting the service marketing capabilities of Liaoning Agricultural Bank of China outlets,and further promoting the leaping development of Liaoning Agricultural Bank of China.Specific strategies to reverse the strategy include optimizing the workforce portfolio,transforming the network business acceptance process,improving the spatial layout of outlets,and enriching marketing tools and methods.This article also put forward the implementation plan and safeguard measures of service marketing ability promotion strategy of Liaoning Agricultural Bank of China outlets.