The Research Of Service Marketing Strategy Of The China Construction Bank In Yong Zhou Branch During The Transforming Period

With our financial market fully opening to the outside world, foreign banks have developed very rapidly in China for their totally new services marketing concepts, different services marketing products and advanced services marketing pattern. The numbers of foreign banks'branch and their asset size also have got a high-speed growth recently. At the same time, financial desires of our domestic Customers have got diversed and personalized day by day. Therefore, domestic bank outlets have faced an objective requirement of transformation under double drives of these above-mentioned internal and external causes. So as to improve the service marketing capabilities of bank outlets, China Construction Bank, forerunner of China's financial reform, has started and carried forward transformation project of bank outlets which transform traditional transaction-based outlets into customer-oriented ones. Consequently the study of banks'service and marketing strategy is of great and realistic significance.Taking the example of China construction bank yongzhou branch (hereinafter called yongzhou branch), in accordance with my years'work experience in outlets'service and marketing management, this article makes a deep analysis and diagnosis of the service and marketing strategy of yongzhou branch outlets in the phase of transformation. First of all, on the basis of giving a review of the development of domestic and external service and marketing theories and also the marketing theories of commercial banks, this article discusses the meaning of service-marketing of commercial banks and the relevant theories, which provides theoretical tools for carrying out the service-marketing strategy in yongzhou branch. Then it compares domestic commercial banks with those in developed countries and regions on the current situation. By analyzing and summarizing the successful cases in U.S. commercial bank, Japanese commercial bank and Commonwealth bank of Australia, this article gives references for yongzhou branch outlets to make service and marketing strategy. Furthermore, it also proceeds a thorough analysis on yongzhou branch outlets'current situation and existing problems after the completion of the transformation program 1. And on the basis of all these analysis above, this article puts forward in an exploratory way the tactic and means of putting the outlets'strategy into effect in the phase of transformation.