Study On The Optimization Of Commercial Banks’ Financial Service For University From The Perspective Of Profit Chain Theory

Nowadays china’s University autonomy has gradually increased. In the same time,channels for raising funds in Colleges and universities have formed new patterns. With the national attention to the education industry deepening, the education funding in the future will continue to increase, the education industry will get rapid development.While the amount of funds and the complexity of management also will continue to increase, further increase the bank, school cooperation in space. The business cooperation between banks and universities, for banks is to seek business development,to develop the education market, increase the intrinsic motivation of asset quality, the adjustment of business structure, and to institutions of higher learning, can alleviate capital "bottleneck" have higher school development process about beam, financial services and can improve the quality of university teachers and students, can also provide all kinds of practical operation platform with the bank as a medium for the lack of practical experience of the students, promote the students learn in order to practice the theory, the combination of theory and practice, and the cultivation of qualified personnel needed by the society. Colleges and universities this relatively closed "ivory tower", with the continuous development of schools, with the school as the main body of the school and bank cooperation the buyer’s market pattern has been formed preliminarily. Therefore, how to improve the level of service marketing of commercial banks, enhance their competitiveness has become the key to whether can remain invincible in the fierce competition and cooperation of silver in school.The service profit chain theory was introduced in 1994 by James Heskett, who led the service management task group composed of five Harvard Business School. The theory is in recent years the use of a new service management mode widely used in service industry. In order to scientifically reflect the bank service of university status,and promote the healthy development of school and bank cooperation, this thesis startswith the A Bank of B service in Colleges and universities, from the perspective of the service profit chain based on, start from two dimensions of satisfaction, employee satisfaction and external customer bank school internal employee satisfaction and external satisfaction of cooperative banks, silver school service evaluation, the present situation of the university financial services of banks, in order to more accurately find cooperation space and path optimization of bank and University, so as to find the theoretical basis for cooperation and win-win situation, and puts forward the practical feasible plan.