Bank Service Marketing

How to bring marketing into effect effectively has been becoming a common question of banks all over the world. With the continue development of economy, bank shows more and more characters of service industry which the current bank marketing theory cannot cover. Aim to settle this problem, the article studies the new service marketing theory and brings forward the suggestion of building a new bank service marketing system, which can not only make a bank more competitively but also harmonize the different relationships both inside and outside the bank since it emphasizes the importance of human people in marketing. Consequently, the bank can get its marketing goal more efficiently.The article discusses the bank marketing theory and the new service marketing theory firstly, then expatiates on the concept of bank service marketing. After that, a new bank service marketing strategy system is designed corresponding with basic characters of financial services. Subsequently, the article analyses the practice of service marketing in banks by using Citibank as an example so that the theory of bank service marketing can be more complete.Comparing with commercial banks in west countries, banks in China are still in a low level of marketing with many problems need to deal. In order to improve the ability of competition, banks in China should build a new system of bank service marketing by adjusting organization, developing inside marketing, cultivating enterprise culture, carrying out customer relationship marketing, putting individual marketing in practice and using customer manager widely.