A Study On Service Marketing Strategy Of XY Branch Of ICBC

At the background that marketing has become the most important competitive strength,XY Branch of ICBC as one basic branch of Chinese commercial banks,it has some shortcomings in marketing such as having little concept of external marketing and internal marketing,low customer loyalty and so on.There is a long distance between marketing of XY branch of ICBC and the marketing of foreign commercial banks.At the same time,it is not good for its future development. Therefore,based on the mordern service marketing theories,combined with the its own circumstance,this paper will make research on the marketing strageties of XY branch of ICBC.The first chapter,Introduction.It includes the background of research,the meaning of research,famous commercial banks service marketing theories,the frame of research.The second chapter,analysis about internal and external enviroment of XY branch of ICBC.through analysis,this paper points out strength,weakness,opportunity and threat of XY branch of ICBC.At the same time, it points out the shortcoming of marketing in XY branch of ICBC.The third chapter,research about the marketing strategy of XY branch of ICBC.This part consists of three subchapter.In part on,this paper positions the segment markets.In part two,It lists out the marketing combination strategy from products,price,promotion,place and physical evidence.In part three,it points out how to use 3R marketing stragety in XY branch of ICBC in order to improve the customer loyalty.The last chapter points out the ensuring measures for the implementation of marketing strategies -internal marketing.Firstly,It divides the staff into different part learning the way of external service marketing.Then,it point out relative measures for internal marketing.