Marketing Research City Commercial Banking Services

With the impact of globalization after the ensuring financial crisis,the banks of China are to meet new opportunities, while also facing new financial crisis, China, s banks and the competition among the same industry as well as the one between foreign and domestic banks is going fierce. In this context, the commercial banks of our country are confronted with many problems which need to be solved, such as the problem of low consciousness of service, low starting point,the core competitive power, the lack of financial products innovation and etc.In order to meet the variations in market demand, what city commercial banks need more of is to change their management concept, to timely spot and master the market demand, and to provide high-quality finical services corresponding to financial products. This essay is composed from an angle of commercial banks’common staff, through the analysis of service marketing theory at home and abroad, and combining working practice of commercial banks. Taking XC branch as an example, and through the analysis of practice and SWOT theory, reintroducing portfolio theories applicable to service marketing of city commercial marketing, this article puts forward effective implementation based on service-marketing strategies and rapid exertion of the client—manager system and construct new marketing system focusing on servicing marketing to improve the operational management level of Commercial Branches.