Research On Service Marketing Strategy Of A Bank

Ever since the great Reform and Opening of China started,the domestic economy has been developing rapidly,and the opening of financial market has also been expending.For commercial banks,as their competitions for markets and customers keep becoming more intense,each bank has brought in marketing concept as "customer centralized" from the head quarter to the lowest level branch.However,the marketing strategies of China's commercial banks still stay primary,and their marketing methods are limited to public propaganda and commercial advertisement,etc..Contrarily,the commercial banks from developed capitalist market seem to be more competitive with their highly systemized and mature philosophy of marketing.Under the circumstance of open and variable financial market,the banks of China's are facing both challenges and chances.Therefore,the answer of how to discover,or precisely,to develop an appropriate marketing philosophy and to level up the standard of services,thus to increase the customers'satisfaction and enhance the competitiveness and brand value of China" s domestic commercial banks,is now a realistic and urgent problem needs to be solved.Such obvious as the gap between China's commercial banks and those from abroad is,a step to be taken to close the gap is to realize and understand the cause of the gap.It is urgent to upgrade service marketing strategies,but the problem of how to increase customers'satisfaction,how to develop new customers using CRM system and how to construct service marketing based corporate culture etc.still stay unsolved.This paper takes bank a as the starting point to study the service marketing strategy of bank a during the transformation period.Through the establishment of service marketing system,bank a can improve its competitiveness,profitability and customer satisfaction.This thesis is going to find out the problems of bank A in its service marketing,analyze the causes,and explore appropriate method,with the guidance of bank operating and service marketing theories,thus to increase satisfaction and competitiveness and to provide ideas and opinions on bank A's future development.This paper is divided into six parts.The first part introduces the background and significance of this study,and expounds the main methods and technical routes of this study.The second part summarizes the relevant concepts and theories involved in this paper,providing theoretical support for this paper;the third part analyzes the current situation and existing problems of Bank A's service marketing through the questionnaire,and finally analyzes the marketing environment of bank a;the fourth part designs the service marketing scheme of bank a based on the results of the questionnaire and the actual situation;the fifth part Based on the design of service marketing scheme,this paper puts forward the guarantee measures for the implementation of Bank A's service marketing strategy;the sixth part is the conclusion of this paper,which summarizes the research content and research deficiencies of this paper.