Research On The Improvement Of Service Marketing Management Retail Business From Guizhou Bank

The retail business in China has a good market prospect, giving a challenge for domestic retail bank business. However, the retail service of China’s commercial banks has just started, and there is still a long way to go compared with foreign banks whether from the operational system and management level or from the capital strength and asset structure. Guizhou bank is a large-scale financial agency and is established by Guizhou Provincial Party Committee and provincial government for the purpose of promoting economic and financial development of the whole province better and faster. With the continuous increasing in the individual wealth in Guizhou province, the reform of service marketing management of retail business in Guizhou Bank becomes necessary and feasible.On the basis of theory, first of all, the thesis analyzes the status and problems existed in the service marketing management of retail business in Guizhou Bank. The status of service marketing management of retail business in Guizhou Bank includes the retail business constitution, retail business organization structure and service marketing management mode of the business. Meanwhile, the problems about retail business service marketing management of Guizhou Bank are analyzed, which mainly lies in the lack of the correct service marketing consciousness, unclear market status and target market segmentation, incomplete service marketing management system, and insufficient management collaboration among retail personnel, etc.Secondly, the paper puts forward the design of improvement plan of retail business services marketing management in Guizhou Bank. This paper puts forward that the niche strategy was based on customer value, the network maintenance and breakdown, the retail business customer analysis and development strategy based on customer segmentation. Then the paper shows the design of the organization optimization in service marketing, including the target customer base, operating mechanism and service marketing process. At last, the paper provides an introduction about the marketing management examination system design with the proposal of customer manager system, marketing management examination system and assessment on the basis of dynamic management.Finally, the paper puts forward the improvement of safeguard measure on the services marketing management of bank retail business. First of all, to strengthen customer value management, banks should make full use of existing resources in Guizhou and find their own potential to promote the customer manager system and the upgrading of the retail business. Secondly, to strengthen product innovation mechanism, the bank should base it purpose on the customer diversification, including the retired people, the young, private enterprises and those from rural areas. Besides, the integration and innovation of the marketing concept shall be carried out with the improvement of service consciousness and establishment of retail service marketing concept. Humanity shall be reflected in the hardware construction with the set up of online bank service system, in order to provide convenient and efficient services. At last, the customer value management shall be enhanced along with the processing of "two linkages".The paper provides an in-depth analysis on various issues about the service marketing management of Guizhou Bank which restricts its fast development. Long-term objective in consistency with the practice shall be established to be conductive to the development of the retail business of Guizhou Bank. Based on the analysis of retail service marketing development status of Guizhou Bank, the paper attempts to conduct scientific and systematic verification from ideological schemes, mode optimization, program improvement and guarantee, so as to propose the expansion strategies for retail service marketing of Guizhou Bank, which is very significant from the perspective of theories and practice.