Research On The Sub-branch Of Commercial Bank Service Marketing Strategy

With high speed development of economic globalization and informationtechnology, the profound change of business model and marketing strategy incommercial banking. The competitions growing between the banks pose a hugechallenge to the whole commercial bank industry. As the foundation ofcommercial bank which connect and serve customers, sub branch banks’marketing strategy and quality of service mostly determine the development ofthe whole industry. Therefore, it is an urgent need to discuss it.This paper analyze J sub-branch bank’s service marketing strategy problemand give the solutions which base on bank’s reality. The reasons mostly are heavycompetition, lacking of expert professionals and poor service. Paper said thatmarketing strategy should overall consider the superior management policy,modern service marketing theory, internal and external environment andcurrent situation of business development. J sub-branch bank should accomplish7P portfolio strategy and3R customer loyalty strategy. Customers should besubdivided. Special service should be offered. Maintaining key customers andword-of-mouth marketing should be enhanced and also more flexible servicewhich depend on customers requirements. Paper also said that it should takesome measures to realize them for future.The research and its conclusions will provide beneficial inspiration for othersimilar sub branch of it’s service marketing strategy.