Study On Service Marketing Of State Owned Commercial Banks

With the rapid development of science and technology and the innovation of China's financial market,the competition between banks is becoming more and more intense.Internet banking,financial disintermediation,interest rate marketization of State-owned Commercial Bank of traditional business model transformation.As adjacent to Hong Gutan District of Nanchang City,located in Poyang Lake Economic Circle in the heart of the New District,the regional economy usher in a good development opportunities.Residents living standards and areas of financial income increased significantly,bringing wealth of financial resources.As the first of the four big state-owned banks to industrial and Commercial Bank of China new branch,although has the big brand,the customer is rich in resources,relations between banks and government and other advantages;but with the rapid development of Internet banking and a large number of small and medium-sized banks settled in the New District,new branch of ICBC's market share by great threat.So the ICBC new branch for cases of state-owned bank service marketing strategy,and analysis for new branch of service marketing in the presence of staff quality is not high,appraisal management is not strict,low service efficiency,single mode,products are not competitive and other issues,in order to improve service marketing strategy,an urgent need.This paper mainly adopts the research methods of comparative study and inductive research.The author collects and sums up some common strategies of domestic and foreign commercial bank service marketing,and pave the way for the following countermeasures and suggestions.By taking the SWOT analysis of the state-owned commercial banks and small and medium-sized banks,Internet banking,direct banking service marketing research and analysis,in order to put forward the countermeasures and suggestions to pave the way.In this paper,by analyzing the ICBC new branch of service marketing situation,in the current competitive environment facing the challenges and opportunities of and problems existing in the work to explore how to establish a feasible development strategy through innovative marketing.In order to improve the competitiveness of the bank service marketing.In the selection of topics,the integration of services and marketing in two areas of research,how to deal with the financial impact of the Internet in the state-owned banks have a more in-depth analysis and unique perspective.Through the study concluded the following conclusion,with more and more banking institutions and Internet banking to flourish,the development situation of the state-owned commercial banks,the more severe.And with the improvement of national quality,customer service demand more and more high,need to work in a new branch for example the majority of state-owned commercial bank attaches great importance to the competitiveness of the service marketing upgrade,improve their own existence in the products and services,lack of,establish and perfect the current development situation and the needs of the customers service marketing strategy.From this study can solve the new industrial and Commercial Bank of China branch in cases of large state-owned banks in the service marketing in widespread problems,and enhance market competitiveness,and discusses some feasible strategies to deal with,to promote state-owned commercial bank service marketing capabilities,for our customers to provide innovative Internet based financial services provides the feasible suggestions for the development of.This paper is divided into into six chapters,the main contents of each chapter are as follows: Chapter one is the introduction,through the introduction of the theoretical background and practical background,the proposed in this paper to solve the problem,and has carried on the analysis to the significance of the topic,research ideas,research methods,technical route,pointed out the innovation and deficiencies.The second chapter is the theoretical basis of this paper.It introduces the theoretical basis of service marketing strategy analysis,including the definition of service marketing,the characteristics,the purpose and the 7Ps combination of service marketing and other related theories.The third chapter is the empirical study of service marketing environment.This chapter through the industrial and Commercial Bank of China Jiangxi branch of the general situation and marketing environment analysis,through a number of actual cases and the performance of the industry performance data analysis of the main factors affecting the efficiency of bank services marketing.In the fourth chapter,on the basis of the third chapter,the Jiangxi branch of China Industrial and Commercial Bank of China new branch of service marketing in the Internet financial situation facing opportunities and threats,strengths and weaknesses and using the SWOT analysis method analysis,obtains the consummation related conclusions of the service marketing strategy.The fifth chapter is the countermeasure part.This chapter is mainly based on thethird and fourth chapters of state-owned bank service marketing factors for analysis based on,draw lessons from advanced experience abroad and domestic small and medium-sized banks in the service marketing and management,according to the conclusion of the study,the state-owned banks to raise the level of service marketing management of countermeasures.The sixth chapter the thesis draws the conclusion,and put forward the corresponding suggestions.