Research, Marketing Strategy Based On The Value Of The Security Model Of Banking Services

With deep reforming in China's financial sector and the ending of WTO "transition period", the number of banks is growing and more complete modern system of the multi-banking organizations are being established. The competition of banks intensifies dramatically, both in breadth and depth. At the same time, large state-controlled banks strengthen its existing market position by their vast network, policy support and great client resources, and turn to be universal banks. After the foreign banks turn to be corporate banks, with the mother company's management and technical advantages, these banks enhance the coverage of the central cities in China, expanding the networks and searching for high quality customers. On the other hand with the development of Chinese economy and rising living standards, disposable monetary of businesses and residents become more and more.Under undeveloped capital market in China, the separation of savings and investment make the investment and savings subject multi-level, and the financial needs of customers also tend to be diversity and individualization. In order to meet the needs of customers, banks must keep innovative financial products and improve service quality. Facing with the market, customer and competitor pressures, China's commercial banks face unprecedented opportunities and challenges. In order to better serve our customers and enhance the overall strength of the banks themselves, services marketing has increasingly become an important tool to gain competitive advantage making services marketing policies of commercial banks is so important for survival and development.The main study methods in this paper include theoretical study, investigating study and Case study. On the basis of zero point service value and assurance model which is widely used in banking industry, the paper investigates the concerned problems by Bank managers about how to use service marketing to abtain customer loyalty. This article firstly hackles the banking services marketing theory and theory of zero point service value and assurance model, then analyzes the development history of service marketing in China commercial banks, including its present situation and challenges, and indicates that it is necessary and realistic to use zero point service value and assurance model as abasis to develop service marketing strategy in China commercial banks. Secondly, on the basis of modern services marketing theory, increasing principle of service value and protection principle of service value in zero point service value and assurance model and two-factor theory,by using these theories on banking service marketing strategy, the paper systematically discusses four basic principles in banking services marketing, which are called idea principal, priority principle, elevation principle and integration principle. This paper also presents five marketing strategies which are called facilitating strategy, rapid strategy, respect strategy, standard strategy and privity strategy. The principals systematically provide thinking for mangers in macroscopic and strategic angle, and the strategies provide five maneuverable tools for mangers.That means the four principal use these strategies as implement means, and the strategies operate under the framework of those principles. In the last part of the paper, one case study on Sichuan Peng Shan rural credit commune is presented. By researching on this rural credit commune, the research conclusions which are mentioned before are finally verified.This article extending the zero point Service value and assurance model in theory is a theoretical innovation, experimentation and exploration.In practice,the main purpose of this article is to provide China business banks with some strategic thoughts on services marketing, hopeing to provide some guidances for managers in business.