Research On The Optimization Strategy Of Service Marketing Lanshan Sub-branch Of Agricultrual Bank Of China

According to China’s commitment, China should gradually open up of our financial industry market after we joined the WTO three years. From December1,2006, China allow foreign banks to conduct RMB business in13cities, which marks the end of China’s accession to the WTO’s "transitional period".From then on, the commitment to open all financial industry will be officially began to deliver and the impact on China’s financial sector will become more apparent because of the cancellation of the protective policy.With the profound changes in the marketing environment, to carry out the services marketing has increasingly become an important tool for banks to obtain a competitive advantage. China’s commercial banks face the enormous challenges and opportunities from foreign financial institutions.In the face of the situation of financial globalization, domestic banks widespread the problems of weak sense of service, single marketing tool, lack of innovation in financial product. If these problems are not solved in time, and the ensuing impact is immeasurable. Consider the contribution of the customers of primary Agricultural Bank for our Agricultural Bank of China, it is very necessary for the primary Agricultural Bank of China to explore how to improve their service marketing capabilities on company’s customerMany scholars have made deeply research on the service definitions, characteristics, service quality, service design, service marketing mix which help service marketing gradually form a relatively complete theory. Bank as a typical service enterprise, the level of service is directly related to the establishment of its competitive advantage. Through customer-oriented relationship links to create customer loyalty and achieve customer retention project, we can obtain the sales revenue growth, cost reduction.Standing on the point of view of primary commercial bank, by the use of normative analysis, case studies, This article find the power to promote the development of banking services marketing, clear up the Agricultural Bank of customer service marketing development situation and put forward the Agricultural Bank’s service marketing strategy for the company’s customers. This paper, combined with the actual situation of the Agricultural Bank of China from top to bottom, try to put forward a practical improvement scheme for primary agricultural banking services marketing construction.This paper tries to make an analysis on the system of banking services marketing theory, put forward the concept of banking services marketing, and base on the characteristics of the banking services to point out that the Agricultural Bank of service marketing development situation and the problems. Combined with the cause of the problems, this paper try to put forward services marketing concept, and what’s more, try to make specific recommendations for the marketing activities of Agricultural Bank of Mt Sub-branch. Finally, the author make a conclusion, analyze the inadequacies of the paper, and suggest the future research programs.