Study Of Service Marketing Strategy In China's Commercial Banks

Since affiliation WTO, the financial system reforms in Chinese commercial banks continuously go deep into. Chinese commercial banks demand more excellent marketing model to against the competition. According to learn from the foreign banks' operation models, Chinese commercial banks should make use of the service marketing thoughts, join together their characteristics, and establish the service-oriented marketing model. Therefore service marketing is more necessary for Chinese banks to build up their brand and competitive advantage.First, the article reviews the common theories of service marketing, and tells us the importance about relation, service and inter-marketing. The author thinks that relation is key factor, service orients the operation, and inter- marketing sets its important base. Second, the article points out some problems about the management in the commercial banks. Then the article gives four reasons to develop the service marketing: to resolve the problems, satisfy the customer demands, fit for the competition, and the successful experience. Third, author thinks service marketing needs some necessary condition, and now Chinese banks have own basic ones.The article puts emphases on why and how commercial banks implementing the service marketing. Author suggests the following measures: (1) make good use of the CRM system to enhance the marketing efficiency , and deepen the customers exploration .Because of the system's remarkable station in the bank , author put emphasis on it. To describe it actual process in practice, key points in operation . (2) to strengthen the customer satisfaction management system, adjust its market location, learn from the model of "CQID" and make good use of customer manager system; (3) according to CRM system., and the effect evaluation system. The system can help to reduce financial risks and make the relationship with clients more close . (4) to encourage the continuous service innovation in order to get the power of development in the future, and pay attention to meet with customers' various demands; (5) to form the service oriented culture within the banks through the inter marketing, and build up the base of service stratagem .In so doing, it should firstly penetrate some customers concepts. Secondly, it must construct the company's structure in accordance with customers' demands. Thirdly, it should insist on the employee's training. Finally, build a set of effective restriction-and-invigoration system to guarantee the service quality stability. Further more the author presents the following suggestion to improve the service marketing strategy :(1) to build up the idea of " total market and total consumer ",and pay attention to other interest relative groups, own our loyal " basal customer group" ;(2) to emphasize the employee's value in the bank , develop the "inter marketing" ,and increase the participant feeling of them .we must remember that person is more important than any others. Service marketing is a complex project , which compose service aspects, operation method, marketing strategy, and other aspects. We should combine all them and form the competition advantage of our commercial banks .