China's Commercial Banks To The Service Of Personal Financial Services Marketing Strategy

This thesis explores the issues regarding the service marketing strategy of personal financial services. After China enters WTO, the financial industry becomes more open to the outside world. China's commercial banks are facing the keen competition of foreign banks. With the narrowing of the difference between the deposit interest rate and the credit interest rate, China's commercial banks'income rate has been declined. So they are actively exploring new sources of income and paying much attention to the intermediate business, especially the personal financial services provided to the customers. Many foreign researches have also shown that personal financial services could be beneficial to increase the income rate and enlarge the customer base. Meanwhile, with the development of economy, people have become wealthier. More and more people have been interested in personal financial services, which provide a good opportunity for China's commercial banks to develop personal financial services.China's commercial banks have already established the overall marketing strategy, but due to the restriction of conventional opinions and the lack of relative knowledge, resources and talented person, they could not apply them into practice. This thesis tries to provide a new way of thinking to the development of the personal financial services of China's commercial banks from the perspective of service marketing. The author hopes that it could be beneficial for China's commercial banks to promote the quality of services and participate in the international competition. This thesis can be divided into six parts. Chapter 1 gives a general introduction of the service marketing of personal financial services, including its conception, its classification and the present situation both at home and abroad. It puts emphasis on the present situation and the existing problem of the personal financial service marketing.As a thread of this thesis, Chapter 2 reviews the service profit chain of the personal financial services, including its strategic service philosophy,...