The Research On Service Marketing Management Of The Industrial Bank Zhuzhou Branch’s Retail Business

With the development of the global financial industry and the reform of China’sfinancial system, the retail business has become one of the main profits source incommercial banks which take more attention on retail business services. The servicemarketing is comprehensive conducted by improving their marketing results andservice level. Taking the Industrial Bank Zhuzhou Branch as the research object, themarketing status quo, retail business services sales management status and existingproblems were analyzed in the paper. And the countermeasures and suggestions inenhancing the service level of sales were put forward.Firstly, the concepts of marketing management in bank business were definedand the related marketing theories in retail business were introduced. On this basis,the current marketing situation in Industrial Bank Zhuzhou Branch and marketingmode, responsibility partition and the related management system was analyzed. Andthrough the satisfaction research, the existing problems were pointed. Then, theoptimization method was put forward in service marketing management in the retailbusiness of the Industrial Bank Zhuzhou Branch from marketing model, the process ofservice delivery outlets retail personnel management and market segments customervalue mining optimization program. Finally, the implementation of services marketingmanagement solutions from marketing concept to adjust management modeoptimization were carried out.From the research, the paper thought it should learn from the experience of otheradvanced banks and a high-quality customer service personnel teams were established.The innovation of this thesis was that it took the Zhuzhou branch of the IndustrialBank as a case study，and then analyzed its marketing. From the analysis， this thesisfound its strengths， weaknesses， opportunities and threats， etc.， on this basis，then making targeted suggestions for improving its level of service marketing. And itwas a profound significance to expand retail business scale， and enhanced marketcompetitiveness.