Bank Of Beijing Tianjin Branch Customer Service Marketing Strategy

The text proceeds from the meanings and characteristics of service marketing,based on marketing theory of the service, make the key element up to analyze to themarketing of serving, introduce formulation and development of the marketingtheory of the service in the world, have pointed out the importance of servicemarketing. Then, article supervise to Bank of Beijing Tianjin branch servicemicro-economy environment, trade of marketing, competitive environment of tradeanalyze, point out the deficiency of service marketing at the same time, promote thenecessity of the marketing level of the service and launched practical exploration. Onthe basis of theoretical research and environmental analysis, the article hasintroduced the overview of enterprise of this bank, developed basis situations such asbackground, historical evolution, etc, then based on this, from personal finance,personnel, business or organizational structure and brand decision marking in fourareas of customer service marketing analyzes the current situation, and pointed outthe problems, next analysis using the SWOT analysis of the Tianjin branch of theinternal strengths, internal weaknesses, opportunities and external threats. Finally, inresponse to these deficiencies, the bank staff strategy on the use of service standardsfor front-line staff to establish a service concept, increase marketing customerrelationship management and implementation of differentiated for differentcustomers; the process strategies include improved process, improve service qualityand establishment of supervision and feedback mechanisms; physical evidencestrategy covers a special department responsible for policy formulation andimplementation, the establishment of a unified standards, increase investment andtake full advantage of the four aspects of the various elements and forms ofcorporate advertising. Change the line marketing strategy through in-depth analysisand research on these issues, and constantly adjust our marketing models andmarketing ideas, Tianjin Branch to a new marketing model to grasp the pulse of themarket, keeping up with the pace of the market.