Research On The Personal Business Marketing Strategy Of BG Branch Of China Construction Bank From The Perspective Of Service Marketing

Since the beginning of the new century,with the increasing competition in the banking industry,how to obtain customer resources has become the main research content of today's banking financial institutions.Many commercial Banks at home and abroad are adjusting their marketing system and focus by taking service marketing as the entry point,through understanding the current situation of bank service marketing,analyzing the existing problems,and studying how to maintain customer loyalty.This paper will study the grass-roots behavior of state-owned commercial Banks,and study the marketing strategies of private business from the perspective of service marketing.This article through to the BG sub-branch of China Construction Bank customer satisfaction survey,this paper introduces the BG sub-branch of China Construction Bank of the present situation of the private business,the 7p marketing theory is used for analysis,respectively from the product price promotion channels tangible demonstration and find out the problems existing in the service process,analysis of the reasons cited the product homogeneity,the lack of price advantage,electronic banking replacement rate is low,not flexible service marketing strategy application not promotional tools improving customer management system is not sound,etc.The problems to be solved are six Based on the marketing status of private business of BG sub-branch of China construction bank,this paper studies the service marketing strategy of BG sub-branch of China construction bank in order to better improve the comprehensive competitiveness of BG sub-branch of China construction bank and put forward the ideas of problem analysis and problem solving.The product strategy includes subdivision of branch customers to create brand effect and develop characteristic business;In terms of price,flexible pricing strategy is realized through value-added services.The promotion strategy has strengthened the VIP customer management telephone promotion customer word of mouth recommendation and increased the preferential strength;Channel strategy includes the development of electronic channel expansion businessand cross-border cooperation;The personnel strategy includes the adjustment of personnel,the arrangement of clear job responsibilities and the training of employees;Tangible display strategy includes internal and external environment display personnel display window display and publicity display;The service process strategy includes optimizing service process,implementing standardized service and adopting flexible scheduling system.The implementation of marketing strategy is guaranteed from the aspects of organizational structure,capital guarantee,personnel guarantee and enterprise culture.