| Along with our country socialist market economy development,the residents on the increasing consumer demand for financial products and services provided by banks are increasingly high requirements,access to money,finance,loans and other traditional banking business has been unable to meet the needs of consumers.If you want to stand out from the increasingly fierce competition,we must firmly grasp the key point of customer demand,take the development path of service marketing.Minsheng Bank Chinese is China's first non state-owned joint-stock bank background,always adhere to the "rules to do banking,do banking and brains do bank",made a great contribution to the development of China's financial industry.Minsheng Bank Changchun branch as a branch of the head office to inherit the good enterprise culture,eight years since its establishment,and actively participate in the economic development in the province,as of 12 at the end of 2016,a total of 31 Institutions Changchun branches,including 1 branches,two branches,2 City Branch 15,branch 3,small county micro Branch 1,community branch 9.In Small and micro businesses in financial services,agricultural business loans,helping the poverty alleviation projects and achieved outstanding results,has won the "2014 annual Jilin province Small and micro businesses financial services advanced unit" honorary title.As China's economy is currently in the transition stage of adjustment,combined with the actual situation of the old industrial base of Jilin Province,Minsheng Bank branch Changchun facing the increasingly complex economic environment,at the same time,with the establishment of Jilin Province,the first private bank bjrcb restructuring,Minsheng Bank branch Changchun faced more intense competition.Take the customer demand as the center,customer service oriented,the establishment and implementation of Minsheng Bank branch Changchun accords with the characteristics of their own development of the service marketing strategy is the concept of the development of Minsheng Bank branch Changchun urgently needed.The research background,ideas and research methods of the thesis first of this paper,which lay the foundation for the Minsheng Bank branch Chinese Changchun analysis service marketing strategy,and expounds the particularity of financial service providers in the service marketing analysis,Minsheng Bank branch Changchun take service marketing mix strategy significance.Secondly,development overview of Minsheng Bank branch in Changchun,find the difference in marketing and in other banking financial institutions and status of Minsheng Bank service marketing analysis,and then find out the current problems in the Changchun Minsheng Bank branch in service marketing.Again,the Minsheng Bank Changchun branch of service marketing environment analysis,including two aspects of the macroeconomic environment and micro economic environment,using the SOWT analysis method to analyze the Minsheng Bank branch Changchun strengths and weaknesses,opportunities and threats,in order to provide basis for selection of Minsheng Bank branch to make the right Changchun service marketing strategy.Next,clear ideas and standards of service marketing Changchun Minsheng Bank branch,selected the target market,good market position,use the service marketing strategy theory and model,making Changchun Minsheng Bank branch service marketing strategy.Finally,on the basis of the corresponding planning and design service marketing mix strategy,from the organizational structure,policy system level put forward the corresponding policy protection.Minsheng Bank Changchun branch should pay more attention to service marketing,as the focus of the work at this stage,because the left superior customer service,enhance the performance,simple talk about business development,are the source of water,without trees,service marketing is the Changchun branch of China Minsheng Bank to retain customers and development channels decides,Minsheng Bank Chinese Changchun branch business success. |
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