A Research On Service Marketing System And The Developing Strategy Of Chinese Business Bank

With the coming ending of the transition period of accession to WTO for our country and under the globalization of finance, it has been already irresistible that the foreign banks entered the Chinese market and the international finance market is under the earlier stage of adjusting . While there are some questions existing in our commercial banks, such as: the consciousness of service is dim, the core competitive consciousness is weak , the financial products are behind the times, so we are facing huge challenge. This paper deems that the biggest industry is service industry in the 21th century, as one kind of service industry, banking should be divorced from the marketing frame originated from the general enterprises and transfer to regarding the equal importance of service and products from the simple offering of technology and products. The service should be taken as a product of finance and structure core service competition, making it the new power and growing point of the development of our banking . On the base of deep researching on the marketing theory of service and the marketing theory of bank , the author structures the marketing strategy system of bank service to combine the theory with the practice , according to the practicing experiences of the bank serving of the foreign banks .Comparing with foreign bank ,the marketing development of our bank service is relatively draggling and there are some questions, such as: the confusion of the service realizing stratification, the draggling of service consciousness, neglecting the intangible and no-separating of the service, neglecting the suspence of the non-possession right of bank service. This paper puts forward thesettling strategies----learning the marketing theory of bank service,promoting the operating conception, structuring new marketing system with the marketing service as the core, on the base of adjusting organization,launching inner marketing, cultivating enterprise culture, developing custom relation, effectively actualizing different marketing and widely developing the custom management.