Marketing Strategy Of Grass-roots Network Services. China 's Commercial Banks

As the Socialism Market Economy system is being perfected, especially for deepened reforms of finance system and the approach to be a member of World Trade Organization, the competition among Chinese banks takes an intensive look. So, the task to study the theory of service marketing and to improve service level is urgent for Chinese commercial banks, especially theirs primary organizations.The definition of service marketing is a series of activities which can make maximum profit and satisfy the need of customers by following the lead of finance market, making use of the advantage of theirs own resources and utilizing many kinds of marketing strategies.In this article, the case is that the Bank of China Wangfujing banking office how to use the service marketing strategy to exist and grow. The author studies the case to find the general way of establishing a service marketing system for the primary organizations of Chinese commercial banks.The four common strategies of service marketing are:i.Be subordinated to overall marketing strategy.ii.Work out the marketing plan. This activity includes four procedures: the first procedure is to analyze the environment of marketing, the second procedure is to make marketing segmentation, the third procedure is to choose the target market, the fourth procedure is to lay down the diversified marketing strategies.iii.Compose the service marketing factors. There are four essential service-marketing factors for commercial bank's primary organizations. They are: Place, Product, Promotion, and People. These four factors are called "4Ps"iv.Manage the service quality. Three measures can be taken to fulfill this work. The first one is to devise the service criterion. The second one is to assess the service quality. The last one is to amend the service fault.In the course of utilizing the service marketing strategy, there is a problem hard to handle. That is how to let banking staffs afford services with their own minds. The path to solve this problem, as the author thinks, is to establish the culture of bank.The author who works in the bank primary organization wish this article to be a help and reference for the study on the theory of service marketing.