Construction Bank, The The Quxian Branch Service Marketing Strategy Research

Since last December 11'th China opened RenMinBi business to foreign commercial banks in accordance with its commitment to the World Trade Organization. It means Chinese commercial banks have to face more and more competitors. However, there are some problems existing in our four largest state-owned banks, such as: the dim consciousness of service marketing, the poor ability of marketing, and the obsolete innovation of financial product, and so on. Especially for some sub-branch, they haven't attached more importance to these questions. Therefore, this paper focuses on the topic of the development of Service Marketing of CCB Quxian Sub-branch, in order to improve its service quality.In the 1960's, western scholars have a thorough and particular study on service marketing. This paper reviews some important theories and thoughts, such as: Service Quality, Service Design, Service Marketing Mix's, and so on. By analyzing the basic service marketing theories and method of commercial banks marketing, the author also chooses three successful cases of commercial bank to show the necessity that CCB Quxian Sub-branch carry out service marketing.This paper contains five parts, the 1st part reviews the development of service marketing and commercial bank marketing, also summarizes the history of Chinese commercial banks; the 2nd part discuss the basic conception, theory and method of service marketing; the 3rd part analyzes the marketing environment of Chinese commercial bank, and three cases; the 4th part analyzes the marketing capability of CCB Quxian Sub-branch and its marketing opportunity; the last part, author finds it necessary to carry out the service marketing strategy in CCB Quxian Sub–branch ,then suggests that it can improve service quality by four approach: firstly, to build up the consciousness of Service Marketing, and pay attention to the interests of customer; secondly, to redesign the service process of bank; thirdly, to improve service quality of bank ; fourthly, to supply new marketing mix's.In conclusion, the writing of this paper is based on my work experience in CCB Quxian Sub–branch and my EMBA's knowledge on service marketing. Of course, there are still some problems which need to be improved, please do not hesitate to point out directly. The author will keep finding the way to improve service marketing of sub-branch.