The Research Of Small Business Non-finance Service Innovation In A Bank

With the deepening of China’s financial reform and accelerating pace ofglobalization on financial services, China’s banking industry is facing increasinglyfierce competition and the profit margins of high-quality customers continue to decline,while the small businesses is gradually evolve into new "Blue Ocean" of thecommercial banks. Because of the serious homogenizati on hardware and facilities,service innovation has become a weapon to compete in this emerging market. The paststudies on service innovation of small businesses, mostly focused on financing services,but this article will combine with Non-finance Services,such as settlement services andfinancial management.In this article,Bank A is the main object of study.This article tryto find some ideas and suggestions in order to help small enterprises to improvemanagement and capital operation ability,and at the same time to help Bank A toincrease profits.Start from the analysis of existing research results of service innovation,combingthe concepts, the study of the evolution process, involving industries, the currentdifficulties and directions, so the articleand have laid a theoretical foundation for thenext study and found the direction of research. Subsequently, by using the “5GAPModel” to find the differences between Bank A’s existing services and customers’demands, as well as by using of the Porter’s Five Forces Model and SWOT Model toanalysis Bank A’s competitive conditions,this article identify Bank A’s serviceinnovation opportunities. On this basis, this article put forward suggestions of Bank A’sservice innovation on three aspects: management, products and technology. In"Management Innovation of Service", highlight the ideas of “Management ofcustomer-differentiated”,“To strengthen customer training and interactive”,“Reconstruction of the organizational structure”,“Improvement of employee’ssatisfaction”,“Diversified channel management”.In “Product Innovation of Service”,mainly focus on two major ideas,”differentiated pricing strategy” and “the innovationof product design concept”. In “Technological innovation of Service”, include“Production system design innovation”and “Customer relationship management system design innovation ". In order to measure the effectiveness of service innovation, we tryto establish evaluation index system for the evaluation more objective and quantitativeso that you can compare current and past conveniently，and we propose the use of SixSigma methods for innovative measures to evaluate and improve service efficiency andservice quality for A Bank.