A Bank Baotou Branch Service Marketing Strategy Research

Customer-oriented banking service marketing is sort of an operation and strategy, aiming at selling finance products to the customers. Many foreign commercial banks have trying to focus on service marketing as its marketing system. As a small and medium sized joint-stock commercial bank, Bank A is confronted with the opportunities and challenges after the settlement in the Baotou; hence, it is necessary to enhance its market power by service marketing strategy.Initially, this paper introduces the theory of commercial banking service marketing, which laid the research foundation for the service marketing strategy in the branch of Bank A in Baotou. Secondly, on the basis of the analysis of the challenge environment of the branch of Bank A in Baotou, the paper analyses the advantages and disadvantages as well as the opportunities and threats that the bank confronted by the application of SWOT. On this basis, it is going to clear the market positioning and target customers and to design the service marketing strategy according to the businesses as well.There are two innovational points in this paper:First, the subject of the paper research. In recent years, few researchers put much importance on the aspect of commercial banking service marketing as research subject, especially, there is no one who made a research on the related subject based on the operational bank management in Inner Mongolia. Second, the observation method is infiltrated in this study, as an employee of Bank A, the author obtained the first-hand information much more easier to get more practical significance of the service marketing strategy.The paper choose service marketing strategy as the research suject of Bank A in Baotou based on those theory.The paper want to provide practical information for the bank to develop its marketing strategy.