Research In Service Innovation Of Individual Business Of Commercial Banks Based On The Service Profit Chain

Innovation is not only the soul of a nation's progress, but also the key factors of commercial banks to enhance the core competitiveness. With the continuous development of market economy and the gradual establishment of personal credit system, the individual business development rapidly, it has become the focus of banks' development. After the full liberalization of financial markets, domestic individual business market is becoming more competitive, the contest of foreign-funded banks for individual customers especially the high-end customers will form a pressure for domestic commercial banks. At present, as for individual business ,there lies the gap between Chinese and foreign commercial banks, not only in size, products, management, but also in the service. With the ever-increasing personal wealth , the growing consumption of the concept of financial investment awareness and the changing of consumer demand for individual services , how to be customer-focused, constantly upgrade their service standards to the maximum extent possible through positive and effective services innovation to meet the needs of customers, has become the key of China's commercial banks in market competition .From the characteristics and connotation of individual services in Commercial Bank, This article bring in the Service Profit Chain theory, though the analysis of Service Profit Chain of individual business and its core factor ~ the customer value, put forward service innovation system based on the Service Profit Chain, which targeted the profit growth of commercial banks .In chapter 1, the paper describes the background of the study, the significance of the study and the lack of study.In chapter 2 ,it introduces theory of the Service Profit Chain, theory of Service Innovation and related theoretical exposition, mainly introduces the composition and significance of the Service Profit Chain as well as the definition, features, types of Service Innovative.In chapter3, it makes an analysis of the individual services of China's commercial banks, through the comparison of foreign banks, discuss the need to carry out service innovation.In Chapter 4, from the characteristics and connotation of individual services in commercial bank, it make an analysis of Service Profit Chain of individual service and its usage in the commercial banking services management, it also make an analysis of its core elements - the value of customers.In Chapter5, it put forward the service innovation system of individual business of commercial banks based on the Service Profit Chain , it's objectives, model, dimensions, followed by the proposed framework .Chapter 6 is the application of the service innovation system , it gives the policies to improve services of Chinese commercial banks ,and finally, use the case of service innovation of CBC to explain the system.