Research On Personal Retail Buiness Service Marketing Of Commercial Banks

Commercial Banks are special enterprises that provide financial services to their clients.In recent years,the degree of openness of financial markets has been improved,and the traditional business model based on the company's business has not been able to meet the development needs of banks.As a result,individual customers have gradually become the main targets of commercial banks' competition.At the same time,the incomes of domestic residents have greatly improved,and the demand for financial services has become more and more diversified.The status of individual customers and their related indi'vidual retail business in China's commercial banks has been increasing day by day.However,compared to the development of foreign commercial banks,China's commercial banks individual retail business development is lagging behind,its service marketing is still in the initial stage.Therefore,it is very important to study the service marketing of individual retail business of commercial banks.Based on the service marketing of commercial banks' individual retail business,this paper first elaborates the research background,the significance of the research,the current situation of research at home and abroad and the research content,and so on,which adopts literature method to summarize the current situation of domestic and foreign research.Secondly,this paper expounds the related concepts and related theories,and paves the way for the research of this paper,it mainly summarizes the Customer Relationship Management and the 7PS marketing theory of the personal retail business of commercial banks..Thirdly,it analyzes the current situation of individual retail business of Bank of Communications by means of interview and observation,and points out the problems of the Bank in individual retail business,which mainly lacks the importance of customer relationship management,Product innovation,the role of the price is not obvious,brand promotion is not in place and so on.Then,this paper puts forward the relevant service marketing strategy for J Bank,such as selecting key customers through customer relationship management system,making the integration of current product resources and new product ideas,providing differentiated personal retail products for different customers.Finally,according to the actual situation of Z Branch of Bank of Communications,through the staff and service site optimization process,and ultimately for the Bank of Communications Z branch individual retail business provides a specific solution.