Innovation Research On Corporate Customer Service-marketing Of Huaxia Bank Suzhou Branch

Along with our country market economy system gradually improves and foreign banks enter, domestic commercial banks are facing more and more competitive pressure. So corporate customers which have the features as big demand of business, wide categories coverage of demand product and strong resistance risk overall has became the competition focus of commercial banks. According to the pareto "pareto principle," banks provide 20 percent customer of the required public products and services, with its be satisfied, to win 80 percent interests. It seems that corporate customers are the most important source of profit of commercial banks. So improving service marketing awareness of corporate customers and perfecting service marketing system have important significance for development of commercial bank.Although at present our country commercial banks have been made certain achievements in development of corporate customer product, channel construction and customer. But in building up the service consciousness of" the customer as the center", training professional service marketing personnel, realize differentiation and standardized service marketing, improve customer management mechanism which are still many inadequacy. Service marketing system is also in the initial stage of development, still needs further improvement and ascends.Huaxia Bank, concurrently, as the retail joint-stock commercial bank is also facing with the same problems. Its service marketing system needs further improvement and innovation. This paper from theory of evolution and features of the service marketing, combining the advantages and disadvantages of contrast of customer service marketing situation of domestic and foreign commercial banks, analyze development situation and problems of public service marketing of our country commercial banks. Then specific anatomical current public service marketing of Huaxia bank Suzhou branch, introduced customer in the current structure, service products, channel communication and service staff factors, and thorough analysis and research the existing problems and the causes. Then, combining theory and method of service marketing, constructing service marketing system of Huaxia bank Suzhou branch, which establishes the service marketing idea of " the customer as the center", realizes prophase preheating, medium-term service, the system operation, later feedback of service marketing, perfects service marketing system and realizes the function value. Finally, this paper will make innovation of the system, organization, products and application of Huaxia bank service marketing, so as to provide standard, different service for corporate customs and improve market competitiveness of public of the Huaxia bank Suzhou branch.