The Research On The Financial Services Marketing Strategy Of China Construction Bank Branch In Changsha Tianxin

After China’s entry into WTO, foreign banks enter into China, foreign banks arelarge multinational banks, credit and high strength, relative to the state-ownedcommercial banks, they have advantages in finance, system, network construction,management, innovation, impact to the banking of our country, such as the highquality customer business competition, financial talent competition, etc.. At the sametime, the domestic banking industry’s competition also continues to strengthen. Howto deal with the increasingly fierce domestic and foreign competition and thecompetition to obtain their competitive advantage is each bank must consider.Increasing in the customer position today, how to provide customers with satisfactoryservice, to gain and retain customers, is the key to win in the competition of banks.In this paper, the Construction Bank Tianxin Branch as an example. Firstly,introduces the background, significance and research ideas and methods, and then,summarizes the advanced theory of bank marketing and service marketing theory;then, analysis of the current marketing situation, branch of Construction Bankfinancial products Changsha Tianxin problems, and through the SWOT analysis of thebackground of Law Construction Bank of Changsha Tianxin Branch to conductin-depth analysis. According to the marketing situation of Changsha Tianxin Branchof the Construction Bank, puts forward improving measures and effects of a series ofstrategies, including: relationship marketing strategy, differentiated marketingstrategy, tangible demonstration strategy, customer lifetime value managementstrategy etc. At the same time, in order to achieve normal Construction BankChangsha Tianxin Branch Marketing Strategy, from the change of organizationalsystem, the concept of change, the development of appraisal system, improve thetraining system, the reform of pay systems and information support systems set up todevelop the related safeguard measures.The actual situation on the basis of the Construction Bank of Changsha TianxinBranch, the use of scientific methods, design a set of the system of marketing strategy,operational, the system to strengthen the construction of Changsha Tianxin BranchBanking products and services marketing have a greater role in promoting, the peerservice marketing has certain reference function.