Discussion On The Promotion Of CCB Service Marketing Strategy

With the continuous opening of China’s economic and financial fields,the traditional business model of the banking industry is gradually changing.The days that banks earn interest difference relying on credit business and expand to seize the market are gone.The competition among banks is becoming increasingly fierce,and certainly marketing via paying attention to service to obtain customer resources is becoming the trend,which changes from homogeneous competition to differentiated positioning and operating characteristics.In particular,foreign banks enter the Chinese market,and depend on their abundant service marketing products,new service marketing concept and advanced service marketing strategy,they are speeding up the expansion in China,joining in competition for customer fast.At the same time,the financial needs of customers to banks is increasingly diversified and personalized.The future competition between banks will become increasingly apparent as the competitiveness of service competencies and marketing competencies.At present,banks have begun to explore their own attempts to differentiate between business and market segments,and to emphasize the importance of service marketing.But it is still in the initial stage in the establishment of "customer-centric",some only still in the slogan,documents,service consciousness and ability is insufficient,which still needs to be constantly improved and upgraded.With the ever-changing market environment,improving service marketing strategy will be an important way for banks to seek development and it is the only way.This paper mainly studies the service marketing strategy of China Construction Bank,introduces the first,second transformation of CCB and also the third generation ongoing transformation,and summarizes the changes and improvements of each transformation.This paper describes the current status of service marketing strategy of CCB,puts forward the advantages of CCB service marketing strategy and the existing problems,and applies the theoretical knowledge of service marketing to study the relevant theoretical achievements of domestic and foreign commercial bank service marketing,draws lessons from commercial banks in the advanced countries and regions in the field of service marketing experience,in view of China’s actual national conditions,the construction of the bank’s marketing strategy puts forward some improvement strategies.CCB has gradually improved its service marketing through three successive transformations,formulated the standardized service,set up the division of posts and the separation system before and after,proposed the hall winning concept,added self-help equipment and begun to pay attention to customer stratification and VIP Customers Service,and gradually developed to the present "three integrated" model,which indeed changes a lot.The financial products of CCB are also rich and varied,and greatly meet the various types of financial demands of customers in the service marketing which forms some of their own advantages.There are,of course,some shortcomings in service marketing while CCB growing from a state-owned bank to a current joint-stock commercial bank.Mainly reflected in the comprehensive service marketing capabilities,staff service marketing awareness and customer maintenance management,network staffing arrangements,network layout and so on.In view of the existence of these problems,in the light of 7PS service marketing theory framework,I put forward seven improvement strategies from product,price,place,promotion,people,physical evidence and process.Through the promotion of these aspects to improve the CCB service marketing strategy,so that CCB becomes more competitive in market,improve customer loyalty,satisfaction,and ultimately improve sales performance,indeed enhance the service marketing strategy of CCB.