Research On Service Marketing Strategy Of Inclusive Finance Business Of Chengdu Branch Of C Bank

In recent years,the development of inclusive financial services has been highly valued by major commercial banks,and Bank C Chengdu Branch also regards the development of inclusive financial services as a key measure to serve the real economy and achieve its own transformation and development.In 2021,the China Banking and Insurance Regulatory Commission requires banking financial institutions to further give play to the main channel function of indirect investment in small,medium and micro enterprises,and achieve a stable increase in the total credit supply.the four major state-owned banks and other joint-stock commercial banks including Bank C,to increase the total credit supply to SMEs(small,medium and micro enterprises)by 30%.Chengdu Branch of BANK C takes multiple measures to strengthen the supply of inclusive small and micro enterprises,accelerate the innovation of inclusive finance business services,and vigorously support the high-quality development of small and micro enterprises.However,at present,the service marketing means of Chengdu Branch of Bank C for inclusive small and micro enterprise financial business is relatively single,and there is mutual imitation and homogeneous competition with other similar banks,lacking targeted and innovative measures.Under the new situation,how to use the service marketing strategy to improve to keep growth,has become an important problem to company in urgent need of research.The main research object of this paper is Bank C Chengdu Branch.By using historical data research,literature research,questionnaire research and other methods,the situation of inclusive finance business of Bank C Chengdu Branch and Bank C Chengdu Branch is described and analyzed.Then use PEST analysis method and Porter’s five forces analysis method to analyze the external environment and internal environment of C Bank Co.,Ltd.Chengdu Branch.And based on theory of 7 p,C Banks pratt &whitney financial business,the paper analyses the present situation of chengdu branch,summed up the C bank chengdu branch of pratt &whitney financial business service marketing mainly exist the following problems: less featured products,insufficient online products,product pricing failure to "increase both quantity and price",unclear promotion effect,uneven distribution of traditional channels,slow expansion of online channels,serious personnel and posts,low comprehensive ability The service efficiency is not high,the environment of some outlets is chaotic,and the business publicity carrier is not obvious.In order to further analyze the causes of the problems,the author designed a questionnaire on the service marketing of inclusive financial services on the basis of 7p theory,and then classified and analyzed the data results of the questionnaire,revealing the reasons for the problems of inclusive financial services of Bank C Chengdu Branch as follows: insufficient product innovation,slow input of digital products,low price to win the market in the early stage,lack of innovation in promotional means The network layout is unscientific,the online channel is single,the professional training is insufficient,and division of labor among front-line employees is unclear,the business process is cumbersome,the decoration of some outlets is outdated,and the publicity carrier is not updated in time.Then,combined with the analysis of the problems,the paper puts forward the improvement measures of service marketing strategy.The improvement measures mainly include: attaching importance to product innovation and increasing the input of digital products;Layered pricing to achieve "simultaneous increase of quantity and price";Increase the budget for special promotion and promote the implementation of the effect through unified planning;Integrate network resources and optimize online channels;Professional talent team construction to reduce the burden on the front line;Optimize service process and pay attention to differentiated service;Improve the service environment of business outlets.Finally,from the human resources,system construction and scientific and technological services to ensure that the improved marketing strategy can be successfully implemented.