Research On Service Marketing Of Contractor Bank Based On Network Transformation

Under the tide of technological advancement, economical financial globalization and informatization, financial reform of China is deepening increasingly. China’s financial market has realized the overall opening gradually. All of these have led to intensified competition between the commercial banks. As the starting point of the traditional commercial bank, the bank branch not only is considered as a vital square of commercial bank to deal with the fierce market competition and to seize more market shares, but also is the business operation platform of commercial banks to survive as well as the extensive tentacle of information. So research on service marketing management of the bank branch is the requirement of China’s commercial Banks to participate in the market competition and deepen the reform of the financial system, also is the need of China’s commercial Banks to meet shifting customer demand, develop new business and realize the innovation of financial.In order to enhance competition strength and improve business development situation, make the strategic objective of international bank come true, Baoshang Bank is in unprecedented transformation of improving existing branch. Baoshang Bank branch transformation aims to convert the bank branch from the trading accounting type to the marketing service type, In this progress of branch transformation, what is very important is improving comprehensive competition strength and customer-focused comprehensive marketing service ability of the bank branch.According to the successful experiences of domestic and abroad commercial bank’s branch transformation and service marketing, the paper focus on the internal and external environmental factors Baoshang Bank facing, and illustrate the impact of these factors on Baoshang Bank. And then the paper analyzed current situation and the problems in service marketing of Baoshang Bank in detail. Finally the paper put forward the countermeasures to promote the ability of Baoshang Bank branch service marketing.