| In recent years, with the further reform of China’s banking industry and the accelerated pace of opening up, the operating environment of the bank has become more and more complex. To be in a more severe situation, still retain a competitive, be sure to work in marketing methods and marketing content. Influenced by the development of China’s traditional financial industry, China’s financial industry in its marketing methods, the main project, service, there are many similarities, and even the phenomenon of "homogenization". Banks want to get further development, under the impact of the foreign financial industry maintain a foothold, provided the necessary innovation in service marketing. This paper, mainly from the development practice of JL bank, the advantages of its own resources, unfavorable factors analysis. In order to dig deep into the competitive advantages and disadvantages of JL bank, deeply analyze the source of service consciousness behind this series of phenomena. At the same time, combined with now universally accepted the 4P theory, 7p theory, better constructive opinions and suggestions are put forward, for the further development of JL bank, service marketing system construction, financing channels to broaden, the enhancement of competitive strength, to make a contribution.The first chapter of this paper from the aspects of the background, the purpose of the topic, research methods, domestic and foreign research status of the good theoretical foundation work; the second chapter mainly from the commercial bank service marketing concept and marketing related theory of explanation based; the third chapter mainly from the JL bank service marketing problems and forming reasons of this problem by analyzing the; the fourth chapter mainly on JL bank service marketing strategies and measures to improve the angle on the development of JL bank improve give guidance; the fifth chapter from the future development strategy of JL bank service marketing system to be countermeasure analyses and the security. To really promote the development of JL bank service marketing, we must build on the basis of seeking truth from facts. Only in the era of opening up the pattern, the introduction of excellent development philosophy, inject fresh blood, enrich their competitiveness, in order to be in an invincible position in the future development of the road. This paper is standing in a promotion of the development of the industry, to promote the country’s economic construction on the analysis of the location, but also for the future of China’s economic contribution to the construction of a responsibility and obligation. |
