Research On Service Marketing Strategies Innovation Of Retail Banking Operations In China Citic Bank Lanzhou Branch Based On Customer Satisfaction

With the opining of rates markets, the competition of commercial bank become more intense, retail banking operations also play a more important role in finance. Thus the traditional marketing can not satisfy the development of retail banking operations already, the innovation of services marketing in commercial bank has became a key point of commercial bank’s development at this stage.This article studies the problem of service marketing strategies innovation of retail banking operations in China Citic Bank Lanzhou Branch. The article analyses the specific problems of service marketing in bank through the studies of the present service marketing situation of retail banking operations in China Citic Bank Lanzhou Branch, and on this basis points out the service marketing innovation strategies of China Citic Bank Lanzhou Branch by combining theory of service marketing, theory of customer satisfaction and the real situation of China Citic Bank Lanzhou Branch.This article suggests that perfecting the system of customer-oriented service marketing is the requirement to realize the sustainable development of commercial bank, including improving product structure, increasing capacity of branch network and level of marketing and carrying out customer activity with distinctive regional features. Enhancing attendance system, strengthening the interior marketing and improving the staff comprehensive quality are the internal guarantee of commercial bank to gain a competitive advantage. Moreover, this article puts forward specific plans including stores’ location selecting, hall designing and process of one-stop service. At the end, this article put forward the implement measures of service marketing innovative solutions from the organization, personnel, marketing innovation continuous improvement.In this paper, the research achievement has a guiding significance for the retail business marketing work of China Citic Bank Lanzhou Branch.