A Study On Characteristic Service Marketing Of Commercial Bank In China

Banking is a special type of service focused industry.In today internationally,commercial banks generally emphasize the importance of service.In other words,today,creating value through service is a standard practice that commercial banks must follow during development.In order to elevate its competitiveness in the market,major commercial banks are investing efforts in providing clients with more customizable service and market tailored financial products,and thus maintain customer relations through service differentiation and innovation.As China's economy continue to develop and expend,in order to adept to market patterns and differentiate oneself from an increasingly similar service industry,it is critical to accurately identify the target market and customer base while also enhance focus on innovation in service.Using the SWOT analysis model,analysis of the characteristics of China Guangfa Bank(CGB)service advantages,weaknesses,opportunities and challenges of itemized,according to the SWOT analysis,combined with SWOT strategy choice in the choice of development strategy in Guangdong Development Bank,focus on customer segmentation,market set,products and marketing strategy research and innovation.This article attempts to study the innovation of modern international and Chinese commercial banking conventional service models,with a main focus on CGB as an example,to provide in-depth analysis of operational innovative services of CGB in its development and summarize its experience from progression in order to help select methodology for developing innovative services for Chinese commercial banks,and offer advices on future planning and development directions from experience.