Research On Service Marketing Strategy Of CITIC Bank Lanzhou Branch Based On Customer Value

After entering the 21 st century,the economic development has slowed down gradually and entered the slow lane of structural adjustment.As an important part,the financial industry has also been greatly impacted.Under the environment of free competition,the competition between banks has become increasingly fierce.Customers are the most precious and rare resources of banks.Customer demand is recognized and studied by more and more people in the industry.Traditional banks have begun to change the way they receive customers.How to attract more customers through services and marketing has become the most important research topic for all banks.Service marketing based on customer value is to study the situation that customer demand is satisfied by analyzing the factors of customer delivered value,so as to guide the improvement direction of banking service and marketing,obtain more customers,improve their competitiveness,and occupy more market share in the fierce banking market competition.Based on the theory of customer delivered value in customer value,this paper takes Lanzhou Branch of CITIC Bank as an example to study the improvement method of service marketing strategy.Firstly,under the influence of China's economic development,the development of banking industry,the environment of operation and the way of marketing are briefly described.The status quo and trend of these aspects are summarized.The necessity of meeting customer needs and improving bank competitiveness by analyzing the factors of customer delivered value is put forward.Secondly,the paper summarizes and narrates the related concepts of service and marketing,as well as the theory of the relationship between customers and the two,and explains the theoretical basis of the paper.Thirdly,taking the Lanzhou branch of CITIC Bank as an example,the paper introduces the current situation of CITIC Bank,and makes an analysis of its actual situation and disadvantages.Secondly,the paper describes the constituent factors of customer value,and studies the perceived value and cost of customers when they acquire products and services in the bank,and findsout the problems.Finally,based on the questionnaire survey of customers of CITIC Bank Lanzhou Branch,the paper studies the eight factors of product value,service value and time cost respectively,finds out the weak links,improves the corresponding strategies according to the 7P theory of service marketing,and proposes to increase the innovation of banking products and optimize service links,and improve bankers.Business ability,service level,customer relationship marketing management and so on are emphasized.The competitiveness of CITIC Bank Lanzhou Branch is comprehensively enhanced by synthesizing various factors of customer transfer value.