Research On The Marketing Strategy Of China Construction Bank Co., Ltd. Branch Z For Corporate Customer Service

With the rapid development of technology and the deepening degree of marketization,the competition among enterprises has not only stayed on the products.The traditional marketing model focus is on product value.This kind of marketing concept has been hardly able to adapt to the current competition situation.Therefore,many companies pay more attention to the customer service to enhance their competitiveness.The banking industry is a service industry in the traditional sense.Under this background,its service marketing strategy is also facing an urgent need to change.Whether it is possible to enhance the competitiveness of banks through service marketing concepts and tactics has become an important issue for banks.In this context,the Z branch of China Construction Bank has a better development in the local area.The Z branch of China Construction Bank has a few group customers and some important institutional client like local government departments,public hospitals and public schools.However,with the impact of the regional economy downturn,the group companies whose main business is coal industry has business problems.That leads to a sharp decline in the downstream customers of the industrial chain,which has a significant decline in the speed of the development of the business of the Z branch of China Construction Bank At the mean time,other newly established banks carve up the original market.The Z branch of China Construction Bank is facing a severe development situation.Based on this,this article studies the customer service marketing strategy of the Z branch of China Construction Bank On the one hand,it can improve marketing capabilities of the Z branch of China Construction Bank,can also improve customer satisfaction.On the other hand,it can achieve the change from the traditional transaction settlement to the marketing service type.At the same time,it can also provide reference for the other banks.This article first introduces the related theories of commercial bank service marketing,and lays a theoretical foundation for the study of this article.Secondly,it makes a detailed analysis of the operating environment of the Z branch of China Construction Bank,including the external and internal environment,and then analyzes the problems existing in the marketing process of corporate client services and the reasons for its occurrence.Based on this,a specific marketing strategy was formulated to clarify that the Z Branch needs to improve marketing strategies for public services,improve internal marketing management mechanisms,build a good marketing team for corporate client service,and improve various service marketing and supporting facilities.