Research On The Optimization Of Service Marketing Of Branch C Of Bank A

With the normalization of epidemic prevention and control in various countries,the global economic recovery has begun to emerge.The new development paradigm featuring dual circulation,in which domestic and overseas markets reinforce each other,with the domestic market as the mainstay has gradually been created.Under this context,China’s banking industry is facing new challenges,in order to adapt to the economic changes.On the one hand,affected by the new development environment and novel coronavirus,the economy is going down.On the other hand,due to the rapid development of internet technology,the competition in the financial field has expanded to the in-depth cultivation of service marketing strategies.How to win customers’ preference through the efficient use of mixed marketing strategies,increase consumer satisfaction,and improve core competitiveness has become one of the research topics in the banking industry.Branch C of bank A is located in Chengdu.Chengdu is the capital of Sichuan Province.The economic is developing well.In addition to large state-owned banks such as ICBC,ABC,BOC,CCB,BCM,joint-stock commercial banks,other urban commercial banks,foreign capital banks have also settled in Chengdu.As a sub-branch of a joint-stock commercial bank,Branch C is facing external pressure such as variable customer demand,slowing economic development and the impact of new financial models.At the same time,there are many problems in the service marketing strategy,service content and service ability of Branch C,which restrict the high-quality development of itself.Taking Branch C of Bank A as the research object,this article carries out a literature review through the literature research.It refers to the development process and application of relevant marketing theories at home and abroad to clarify the basic ideas of the research.through exploring and sorting out the literature,the marketing theory of 7PS and other theories are analyzed and sorted out.With the help of the SWOT model and the PEST model,combined with logical reasoning and service marketing development at work and relevant business information of Branch C,its service marketing strategy is studied.The questionnaire method is used to analyze the problems existing in service marketing of Branch C,including insufficient product innovation and richness,lack of price advantages,need to improve the convenience of service channels,single promotion form,failure to establish service marketing awareness,insufficient optimization of outlet layout,etc.Then,based on the theory of 7PS,key service marketing strategy optimization suggestions are put forward and safeguard measures are implemented,among them,product strategies include paying attention to brand characteristics,improving and innovating financial products,paying attention to female customer groups;price strategies include due diligence and value-added services;in terms of promotion strategies we-media marketing,customer word-of-mouth recommendation and accurate product marketing using big data are suggested;channel strategies include expanding service channels,promoting mobile banking,and channel matching with user groups;personnel strategies include improving service attitudes and improving business operation levels;physical display optimization strategy is realized by optimizing the layout of branch functional area and improving Branch C’s style;process strategies include paying attention to and strengthening the importance of lobby managers and strengthening security etiquette training.Last take an envision in the future.