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China's Commercial Banks On Behalf Of Open-end Fund Services Marketing Research

Posted on:2006-08-19Degree:MasterType:Thesis
Country:ChinaCandidate:C Q LiFull Text:PDF
GTID:2206360155469186Subject:Business Administration
Abstract/Summary:PDF Full Text Request
As the fresh profit increase spot of the commercial bank, deputing open fund marketing business is more and more subjected to the commercial bank high opinion. But our country commercial banks' traditional marketing ideas and procedures can't meet the needs of the financial market with the feature of modern buying party marketplace. In general, our country money market is now in the period of translation from the seller's marketplace to the buyer's. The contest focus of the commercial bank that acts on behalf of the open fund marketing shall be centralized at the disparity of financial services marketing ideas and management level. Hence, in more and more intense contest in deputing open fund marketing, developing healthily and speedily, introducing fresh services marketing theory, establishing fresh services marketing ideas, probing and researching fresh services marketing tactics have become the first mission of commercial bank.At the moment, the most prevalent kind of tendencies of most of service trade is emphasizing service quality that is one kind of significant means maintaining the contest. The conceptual model of service quality is one theory model that is one kind of capacity audio-visually embodying those segments in which service quality disparity easily comes into being in the marketing service process. This model lays special emphasis on usable strategy and process in order to pursue high grade service to the business. By establishing a conceptual model of open fund service quality and analyzing disparity subdivided in this model, five disparities necessarily modified are proposed in the model. This five disparities consist of: disparity between customer expectations and the expectations perceptions of the commercial bank; disparity caused by commercial bank not being able to design out practicable service plan on the basis of client's demand; disparity in the marketing service irrigation ditch on design; disparity between real service process and the service promise that overtops; alongwith disparity between commercial bank perception service and the shopper's expectation service.7P Marketing Mix thaws people, process and physical evidence in the traditional 4P Marketing Mix. Adopting 7P Marketing Mix to analyze and study the five disparities is the basic frame and the innovation spot of this paper.Customer action analysis and marketplace subdivided are not only the base of marketing, but also the key to resolve the first disparity problem in the model. Through marketplace subdivided by means of strategy against tactics to choose the target and fix position location, the commercial bank can go into the implementation marketing correctly and genuinely.Supplying product that is able to meet the necessaries in marketplace and drawing up rightful price is the main method to resolve the second disparity problem in the model. On the basis of customer action analysis and marketplace subdivided, the commercial bank will still reasonably design out valid service produce based on the term of itself to be able to meet the customer's demand and bank's benefit. Hence , The commercial bank should be required to do some study about the product design, development, selection, cost, price and so on.Rightful marketing service irrigation ditch, as a bridge between commercial bank and customers, is able to display the following advantages, such as convenience without obstruction, high efficiency and security, cost minimal, cover moderate degree and so on. Meanwhile, it can effectively supply the commercial service to customers.On the basis of financial service inherent feature, the traditional 4P Marketing Mix newly gained three key elements of people, process and physical evidence. In the service industry this three newly- gained key elements more have the unusual character distinguishing feature than any other professions in the marketing maneuver. So when researching open fund, it is necessary to study these newly-gained marketing key elements' connotation and their reciprocal relationship.
Keywords/Search Tags:commercial bank, open fund, services marketing
PDF Full Text Request
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