A Study On Services Marketing Strategy Of Jilin Branch Of China Construction Bank

China Construction Bank as the country's five major banks, bear the country's financial system and financial services to the residents of the important functions, the Bank of Jilin branch of building cases in the full investigation and the status of the construction of Bank Marketing, based on the analysis of Construction Bank marketing problems, and propose solutions to the strategy, on the one hand for the Construction Bank to understand the market and their own, provide a theoretical basis to improve the quality of marketing, on the other hand, can enrich China's commercial banking services for the marketing strategy for China's commercial banks to fully adapt to international competition in the marketplace to provide practical models.This paper is divided into five chapters. The first chapter, this paper through the Jilin Branch of Construction Bank, the status of the investigation of marketing, summed up the Jilin Branch of Construction Bank, the marketing strategy in the service problems. In marketing management, Construction Bank of Jilin branch of the problems are: marketing the concept behind and does not meet modern market demands; market segmentation is not clear, market positioning is not accurate; marketing management system is not yet complete. In the marketing mix strategy, the Jilin Branch of Construction Bank of the problems are: product competitiveness, innovation is not strong; price adjustment capacity; distribution channel is not perfect.Chapter II, this branch of the Construction Bank of Jilin and the macro environment faced by a comprehensive analysis of micro-environment, and the use of SWOT analysis of the Jilin branch of the opportunities and challenges, strengths and weaknesses analysis. Through analysis, the current Jilin Branch of Construction Bank the opportunity to benefit SMEs in the financial services system is the establishment of new industries and the development of competitive industries, income growth and changes in consumer attitudes in three areas; of the Jilin branch of CCB challenges the involvement of foreign banks, changes in consumer demand and building an increased risk of banking operations in three areas; the Jilin branch of the bank itself has the advantage of electronic banking advantages, cost savings and other advantages and significant profit growth in three areas advantage; Jilin branch of the bank itself has the disadvantage of a management system and operating mechanism, there is a disadvantage; defect rate is low, infrastructure has been exposed to credit risks and other aspects of disadvantage.Chapter III, this article first Jilin Construction Bank branch in the market segmentation and market positioning. According to income criteria, Jilin Branch of Construction Bank's market segmentation for the guests, well-off, development-oriented and general customer four groups. In market segmentation, based on the Jilin Branch of Construction Bank should predict the profitability of each segment, using the target market differentiation strategies, according to their own resources and targeting one or several sub-parts as its goal market. On this basis, this article came to the Construction Bank of Jilin branch of the service marketing strategy should be selected that develop differentiated products and services strategy, differentiated pricing strategy-based and cost-oriented pricing and competition-oriented pricing strategy of a combination of price services, a full range of services and a variety of promotional tools to track a combination of strategy and marketing services, combining a variety of marketing channels, the channel service competition policy.The fourth chapter in the earlier chapters based on the analysis, this paper presents Jilin Branch of Construction Bank of service marketing mix strategy. The first is the product strategy. Including the establishment of product development system, and continuously expand the product scope of business, innovation and development of differentiated products. Product innovation to create a perfect product innovation incentives, but also to create an innovative product of the assessment and evaluation mechanisms, and innovative products should be aware of customer needs. Among them, the Development Fund projects and individual projects is the key to consumer credit business development projects; second pricing strategy. The bank's pricing strategy should be based on conduct of business of a competitor and customer demand for targeted differentiation, and pricing standards should be the level of the local economy and people's living standards combined. Therefore, the bank's competitive strategy of differentiation is competition-oriented pricing, cost-oriented and demand-oriented pricing combination. The third is the promotion strategy. Including corporate image, advertising promotions, and more means of integrated marketing, promotions and other personnel specific promotional strategies. Jilin Construction Bank branch in the advertising and publicity to the integrated use of advertising, news, public relations, events, promotions and other means to highlight its overall image, for advertising, outdoor marketing, press releases, publicity and promotion of various communication tools and methods for three-dimensional full range of integrated planning, in establishing corporate image, corporate culture and philosophy to fully reflect the design of the network's image, brand and other intangible assets, consider increasing investment; Fourth channel strategy. Channels, including outlets, credit card channel, ATM channels and channel account manager.Chapter V, the paper also Jilin Branch of Construction Bank, the effective implementation of service marketing strategies and processes proposed resource protection measures. On the one hand, human, material, financial and other aspects of resource security, human security including personnel management and training of personnel and financial aspects of the development of products primarily for the protection, promotion activities and the establishment of outlets to provide adequate financial support, material protection service marketing strategy for the effective implementation of the necessary material conditions, which the bank intangible into tangible products to show; the other is to plan, organize, control and enforcement aspects of the process of protection. Process protection is to plan, organize, control, perform security services, etc. the effective implementation of marketing strategy. From planning point of view, to considering the product, price, promotion and channels between the four elements, to develop specific and feasible plan, as the implementation of the guidance. In terms of organization, should strictly follow the strategy implementation plan to organize human, material and financial resources to ensure implementation. In control, the Construction Bank of Jilin branch of service marketing strategies should be implemented for effective monitoring and control mechanisms, and the strategy implementation process and feedback the results to form a virtuous circle. The service marketing strategy results in the end, the key depends on the process of implementation. Implementation of the strategy by every employee to perform, and its reflected in the implementation process and the effect of every detail. Service marketing strategy implementation is the bank staff to serve customers in the process.