Research On Service Marketing Strategies Of International Business Of Z Bank X Branch

In the current situation of deleveraging,strict regulation and financial innovation,the international business in the bank light capital income growth has a very important function.Therefore,it is rather difficult for Z Bank X branch to obtain long-term competition advantage by relying only on the provision of a single product and service.To jump out of the current dilemma,to balance the good service and legitimate business,to further change thinking model of the staff and promote the healthy development of the business,have become urgent problems to meditate upon and solve.Based on the above background,this thesis has first undergone a detailed analysis of the micro,macro environment and competition Z Bank X branch has been faced with,and then,with 7Ps model as the main structure,has done a thorough study of service marketing situation from the following aspects such as product,pricing,channel,communication,service personnel,tangible display and service process.After the in-depth research and analysis,the thesis has found out the existing key problems such as poor product innovation,uneven staff quality,lack of execution and imperfect service failure remediation.This thesis also has given the causes of those problems and they are management system restriction,staff training failure,long innovation approval process and poor service marketing concept and weak technical support.This thesis,based upon service marketing theories,proposed service marketing strategies.In terms of product optimization,the measures to strengthen product innovation,emphasize product mix and promote process specification are put forward.In terms of price perfection,the paper proposes to dynamically adjust price and establish guiding system.In respect of service enhancement,measures are put forward to mold service brand and service remediation.In the aspect of internal marketing,it puts forward to measures such as improving the reasonable allocation of employees,carrying out continuous training of employees,cultivating the pride of employees and improving employee's satisfaction.In the aspect of relationship marketing,the thesis puts forward customer classification and management,effective customer promotion and a series of public relationship measures.In order to ensure the implementation of the above measures,a series of safeguards such as personnel and organization,technology and capital,and risk prevention and control are put forward to promote the execution ability of international business service marketing of Z Bank X Branch.It is of great practical significance and reference for the research on how to establish long-term and valuable relationship with foreign exchange customers and enhance the service satisfaction of customer satisfaction and loyalty.