Research On Service Marketing Strategy Of QCC Sub Branch Of Agricultural Bank Of China

With the globalization of economy, the domination of national commercialbanks has been the history. The joining of other joint-equity financial institutions,regional financial institutions and multinational banks has accelerated thecompetition of the banks in China. Most of the commercial banks abroad are makingefforts to adjust the marketing system and their marketing core under the guidance ofservice and marketing. However, in the process of the financial globalization, therewidely exist the problems of the weak awareness of marketing and service, thesingularity of marketing means, the lack of innovation capacity in terms of financialproducts among the domestic commercial banks, national commercial banks inparticular. The advanced banks and financial institutions home and abroad withprogressive service ideas, standard administration and better innovation capacityhave been gradually recognized by the clients, which will bring about imponderableimpacts. The survival and development of traditional national commercial banks inthe fierce competition has become an unavoidable and vital subject. Therefore, theresearch on the improvement of the service and marketing capability of the sub-branch, the basic unit of national commercial banks, has come to be a necessity.This paper starts from the definition, features and purpose of the service andmarketing of banks, and, through the analysis of the managing conditions, regionalcharacteristics, the problems of the QCC sub-branches, aims to fix for the sub-branches the long-term strategy, that is, to adjust the staff’s thought, to emphasizethe transference of marketing concept, to practice the differentiation marketing strategy, to perform the combination of service and marketing strategies, to bettermarketing strategy and method, to strengthen the supporting measure of marketingand to insist the differentiation marketing notion of “innovation, superior qualityand better benefit” so as to contribute to the core competitiveness of the sub-branches.