| Beginning in December1,2006, China has13city to allow foreign banks allowed to operate Renminbi business, this means China completely over WTO transition period. The financial industry as a "transitional" most long time business, will usher in the banking industry competition intense challenge. In the face of the tide of globalization, the domestic commercial banks generally exist marketing means not abundant, service consciousness is poor, lack of financial product innovation ability to wait for a series of problems, these problems if not effectively addressed, in the future, bank customers to accept foreign banks financial sector advanced, standard service model, then the basic business bank the impact of competition, will be enormous, incalculable. The basic commercial bank how to enhance the service marketing ability, improve the competitiveness of the study is very necessary.The bank is more typical of service enterprises, the establishment of competitive advantage in large part depend on the level of service. During the nineteen sixties, western scholars began to specialize in service marketing. Some scholars have made a deep study of the service definition, characteristics, service quality, service design, service marketing mix, and other aspects, service marketing in these scholars efforts to gradually formed a set of relatively complete theory.The services marketing theory and methods, to a domestic commercial bank management’s point of view, combined with the practice of the basic commercial bank operating experience, combined with domestic and international services marketing success stories in a series of analysis, put forward on this foundation contractor bank Chifeng branch service marketing strategy for the implementation of the direction and suggestion, summarized as by establishing the consciousness of service marketing, improve service process, improve service quality, remodeling of service marketing mix four, to further improve the packet of business bank Chifeng Branch Marketing Services level.This paper consists of five chapters, the first chapter, the research background and research significance, reviews the domestic and international services marketing theory development and commercial bank marketing theory development process, as the following research done background information; the first chapter, discusses the commercial bank to develop the theoretical basis of service marketing and the general method, for the packet of business bank Chifeng branch service marketing strategy provides the theoretical research methods; the second chapter, analysis of China’s commercial bank service marketing environment, to our country commercial bank’s marketing characteristics are summarized, from macroscopical, microcosmic, external, internal four angle undertake an analysis; the third chapter introduces the subcontractor bank and Chifeng branch of the survey, and focus on the Chifeng branch of service marketing present situation carries on the analysis, seeks for service marketing improvement reasons; the fourth chapter, in front of three sections based on the packet of business bank Chifeng branch service marketing problems; the fifth part of this paper, based on the analysis and the summary, explore the nature of the proposed packet of business bank Chifeng branch to implement service marketing strategies and methods. In short, I am in Chifeng commercial bank based on packet based on many years of working experience, used in the MBA stage of learning to a series of service marketing knowledge, proposes some service marketing strategy, in order to improve the service level of the future. Because of my ability to grasp the theory and practical experience of the limited, the text will inevitably there exist some problems, please review the teacher and the defense experts to correct me, I will continue to learn in theory and practical experience, explore, and strive to make their own efforts, in the commercial bank service marketing contribution. |
PDF Full Text Request