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Research On Bank Service Marketing

Posted on:2016-10-06Degree:MasterType:Thesis
Country:ChinaCandidate:L GanFull Text:PDF
GTID:2279330470454055Subject:Senior managers of business administration
Abstract/Summary:PDF Full Text Request
With the deepening of the financial reform process, the traditional banking business model changes, the domestic commercial banks will gradually change from scale-benefit model basing on scale and credit expansion to the service-benefit model, and will transform from the homogenization of competition to differentiated positioning and the distinguishable running. The future competition in the banking industry will become increasingly to customer service competition. At present, commercial banks have been in their exploration or the practice of marketing and market segmentation, but it is still in the primary stage of development in establishing "customer-centric" service marketing systems, which still need to further improve and enhance. For the sake of the new market environment, it will be a crucial way for Chinese commercial banks to survive and development by improving service marketing consciousness and perfecting marketing service system.In this paper, XX bank was taken as the research object, the problems encountered by the bank and the imperfect service marketing system was deeply analyzed, and the reasonable solutions was put forward. Starting with the concept, theory of this paper and the present situation of service marketing, the paper analyzes the XX bank service marketing situation, the service concept, service product, service channels and service personnel and other factors at present are discussed, included the in-depth analysis and research of the existing problems and reasons. Secondly, combining the relevant theories and methods of service marketing, the service marketing system of XX bank had been building; establish a "customer-centric" concept of service marketing to achieve systematically operating on service marketing, service operation, and service extension. Through perfecting the service marketing system, it realized the function of the system of value at last. Finally, the safeguard measures of XX bank service marketing idea, system, staff and marketing channels based on the construction of marketing service system was put forward, it will provide customers with standardized, differentiated services, and further enhance the XX bank service marketing ability and core competitiveness.
Keywords/Search Tags:XX bank, service marketing, 7P marketing theory, 4C marketing theory, relationship marketing
PDF Full Text Request
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