Research On Service Strategy Of The Bank Of Lanzhou

Nowadays,the priority of competition in the financial field is not only the financial products and marketing mix,but the service.It is obvious that the services are growing fast around the world.Service is the center of economic activity and an important part of society in any country.The nature of the service economy is changing.It means that the traditional service is transforming into the service which place emphasis on the customer experience.With the transformation of financial institutions,the banks have entered the “customer-oriented” era.Service is the comprehensive ability of a bank in responding to changes in the situation,promoting reform and innovation,and maintaining healthy development.If commercial banks want to survive,develop and expand,they must improve their service capabilities,explore the essence of service.Only in this way can banks achieve stable and sustainable development.Established in 1997,the Bank of Lanzhou is the first local commercial joint-stock commercial bank in Gansu Province.It adheres to the four development concepts of returning to its roots,being prudent,persisting in innovation,and putting the customer first.The Bank of Lanzhou attaches importance to service cultural development.And the bank devotes itself to improving its service level from strategic planning,regulations construction,supervision and implementation.By researching relevant strategy theories and using PEST analysis,the thesis analyzes the macro environment and marketing environment of the Bank of Lanzhou in detail.And the thesis analyzes service resources,service capabilities,service status,service culture of the Bank of Lanzhou by using relevant data.Then,the opportunities,threats,and advantages and disadvantages of Lanzhou Bank are analyzed by External Factor Evaluation(EFE)Matrix and Internal Factor Evaluation(IFE)Matrix.And wehave Intelligence-oriented Service Strategy and Detail-oriented Service Strategy as optional strategies by using SWOT Matrix.Finally,the QSPM matrix is used to choose a strategy which suitable for Lanzhou Bank's service improvement.That's Intelligence-oriented Service Strategy.According to the Intelligence-oriented Service Strategy,the Bank of Lanzhou needs to meet customers' diversified financial services by continuously optimizing the service functions of software and hardware equipment and perfecting the construction of modern service channels.The thesis also proposes specific measures to promote the effective implementation of Lanzhou Bank's service strategy,including: innovating service channels,optimizing service equipment,transforming Call Center,strengthening the competitive advantages of financial technology and establishing evaluation and analysis systems.Those measures provide a reference for the Bank of Lanzhou to enhance its core competitiveness and achieve the goal of becoming the service first-class bank in Gansu province.