Based On The Customer Delivered Value Of China's Commercial Banks Service Marketing Research

As a service, banking service is one kind of intangible products, which is the biggest difference among the domestic banks and the most competitive products, bank's potential of developing depends on its services. The only way of developing domestic commercial banks is to build a customer-oriented service marketing strategy which will increase the customer delivered value, the customers' satisfaction degree and the capacity of competition.Firstly, the paper analyses the status of domestic banking in the first part, and proposes the purpose and significance, then reviews the literature of domestic and international service marketing of banking, put forward the research ideas and research objects at last.Secondly, after discussion of the new service marketing theory in the second part , the paper gives the concept of commercial bank service systematically as well as evolutionary process of foreign bank service marketing, and provide the development of concept of China commercial bank marketing which sets theoretical foundation for further study.Thirdly, we analyze the conditions of commercial bank service marketing in and outside both from the total customer value and total customer cost. Then we compare advantages and disadvantages of commercial bank service between domestic and foreign countries. We propose the new marketing strategy and development in recent years of the business bank. And we discuss the existing practical problems of commercial banking service marketing in China.Finally from the perspective of customer delivered value, we discuss the developing principles and orientation of commercial bank service, that is, insisting on reasonable guide to meet customers' satisfaction with commercial bank service by raising the total customer value and reducing customer total cost, without doing harm to the principle of long-term development of banks. On one hand the domestic commercial bank should strengthen service marketing concepts, carry out the internal marketing actively, build brand image and improve the financial innovation to increase the total customer value; on the other hand they should promote the development of banks in the network and supply diversified service marketing of banks to reduce total customer cost.In this paper, customer delivered value theory is extending and expanding in theory and an innovative application in commercial banks service marketing. It also provides a guideline choice for commercial bank developing service marketing system in practice.