Research On Service Marketing Strategies Of Commercial Banks In China

A flock of Foreign banks will drive into China with the Chinese government's release on the controls over them , the competition among Chinese banks become more strong. Compared with developed countries'commercial banks, there is a big gap between China's commercial banks and those banks at the aspect of marketing thoughts and means of both financial products and services. This paper carries research on some basic problems of service marketing of China's commercial banks, so that we can reveal the existing status of China's commercial banks as well as problems incurred. Compared with foreign banks, there exist the main problems in Chinese banks, namely, low degree of customer satisfaction, weak internal marketing, single and dull marketing channels and product homogenization., etc. Through marketing environmental analysis of Chinese banks, This paper sets forth developing strategies,that is, to set up the customer satisfactory idea, to carry out internal marketing and variations marketing , and to improve and perfect mediate marketing channels. This paper also sets forth some counter measures against the banking fees problem occurred in banking services and the neglect of service details on the question.