Research On Commercial Banks' Services Marketing

Since Chinese commercial banks change into the operation style of marketing, competitive situation among commercial banks begin to develop. Marketing thoughts and theories have been introduced into commercial banks. Compared with the development of western banks, the process of banks' commercializing and marketing in our country is relative laggard. The research field of banks' marketing still stays in imitating stage. Many commercial banks just lead into the theory of traditional marketing. The marketing practice of our commercial banks is still in grope stage. So, this paper wants to analyze the marketing activities of banks from the angle of services marketing.The paper mainly includes 5 chapters. The first chapter, introduction, analyzes the background of services marketing of domestic commercial banks from the diversity of financial demands, financial deepening and opening, as well as forming of banks' competitive layout. The paper also points out that the necessaries of domestic commercial banks' services marketing. In the second chapter, the paper explains the concept of banks' services marketing, the characteristics of financial products, and the characteristics of commercial banks' marketing. The paper analyzes the development of western banks' marketing theory from sprout stage, developing stage to mature stage, and the development of marking thoughts of country commercial banks.In the third chapter, the paper analyzes present situation of services marketing for domestic and international commercial banks. On the one hand, the paper points out the new trend that is adopted on services marketing by commercial banks. On the other hand, the paper analyzes the strength and weakness of international and domestic commercial banks on services marketing. From the case of Ericsson, the paper shows that international commercial banks have begun to grab customers with domestic commercial banks.Based on the analysis above, in the fourth chapter, the paper suggests five essential factors of services marketing. It includes bank services, services channel,services expression, communication and spread, and the management of customers' relationship. As to the price of bank service, because present domestic commercial banks still lack autonomy on the price of important product, the paper doesn't make it as an individual factor of services marketing put forward. It is contained in the bank services.In the last chapter, based on the opinions that banks are service enterprises, the paper designs the service expression with the center of customers for commercial banks. At last, the paper puts forward several solutions of services marketing for domestic commercial banks, including the diversity of service channels, informative services process, implementing the management of customer relationship, reinforcing the brand of banks, as well as developing intermediate business actively, developing relationship with other financial organizations.