Study On Services Marketing Strategies Of Tianshui Branch Of China Construction Bank

With the rapid development of IT and widespread application of Internet, the modes and strategies of bank marketing are changing constantly. The Net is playing an increasing important role and even a must in people’s work and life, influencing the rebuilding of the global political, economical, cultural and social structure. The Net is continuously penetrating into various aspects and levels. As the west gate to Guanzhong-Tianshui Economic Zone, Tianshui City is facing an opportunity and good environment, people’s living standards is improving, the average incomes of individuals and the population in the city are increasing quickly, the groups of bank customers and resources are increasing as well. Finance is widely accepted as the centre of modern economy. Tianshui Branch of Construction Bank has its advantages, there are many net spots, groups of original customers and good basic constructions. However, with the opening of financing policies, many medium and small-sized banks and small-amount loan organizations, such as Post Savings Bank, Transportation Bank, Lanzhou Bank, Gansu Bank and Changan Bank have come into Tianshui one after another, naturally will share the fine quality customers resources and funds. Therefore, it is imperative that we study the strategies of services marketing of Construction Band Tianshui Branch.Banking services marketing refers to a series of customers’demand-oriented strategies and activities, selling the banking products to the customers by the means of services. Many foreign commercial banks focus their attention on services marketing in the marketing systems. For present banking, the net services marketing is not only a new method, but also a challenge and opportunity, so in order to be highly competitive, it is urgent and necessary for Tianshui Branch to improve its banking services marketing strategies, especially the application and deepening of net marketing strategies.This thesis firstly introduces the relevant theories of commercial banking services marketing to lay a theoretical foundation for the study. Secondly, the author makes a macro and micro analysis on the competition environment for Tianshui Branch of Construction Bank and then discusses the advantages, disadvantages, opportunities and threats it is facing by the means of SWOT analysis. Thirdly, the thesis proposes4R marketing strategies, determines the position and target customers of Tianshui Branch in the market, proposes some proper services marketing strategies, and finally some effective measures for implementing the strategies are suggested, including the application of the value of customers’transfer and fast response strategies, maintenance of relation customers, and the transfer from products selling to scheme selling.This thesis, based on the present theories of banking services marketing, selects Tianshui Branch of Construction Bank as its study object on purpose in hope of offering some references for its policy decision in services marketing.