The Research On Service Marketing Strategy Of Hunan Branch Department Of China Construction Bank

With the acceleration of financial globalization in China, the financial market is gradually opening up. The domestic commercial bank market competition becomes increasingly fierce, Hunan Branch of Construction Bank faces to stead the market share and enhance the competitiveness of such hitherto unknown pressure. Hunan Branch Department of CCB, as the image of the Hunan Branch’s window, also encounteres severe crisis: the loss of key customer resources is more serious and the competitiveness gradually decreases. At present, marketing and service of banks have become the main core competitiveness, service marketing ability has become the key to the competition of the bank.Under this background, this paper focuses on the Hunan Branch department of CCB, and objectively analyzes the current situation of bank service marketing. With environment of the bank, this study also demonstrates the opportunity, threat, advantage and weakness of development using SWOT model. According to the company’s strategic development plan, we learn successful experience from advanced banks, generate the service marketing strategy of the bank by 4R theory, and integrates and establishes the service marketing strategy. Finally, this study designs the service marketing strategy for Hunan Branch Department of CCB, and comfirms that the service marketing strategy can be effectively executed. We give several fine suggestions such from organization, personnel, regulation, system, and we also analyzes the economic and social benefits gained through the implementations of such service marketing strategies.The research results show that Hunan Branch Department of CCB faces share-reducing pressure on the same industry and financial disintermediation, it could give full use of its parent company of strong brand, abundant strength and traditional advantages of business, which could attach importance to relationship marketing, increase the reaction rate, strengthen customer relationship with bank and pay attention to marketing return, and enhance the competitive ability of the bank, stable the share.