The Bank Of Communications Changzhou Branch Service Basde On Customer Value Marketing Strategy Research

With the British out of Europe,such as the federal reserve to raise interest rates expected many times the symptoms of a weak global economy,after the rapid development of economy in our country also fell back,in a "new normal" appears in front of everyone.Finance is the core of support the economic development of our country power,plays an important role.Continuing financial markets open and in-depth reform of the financial system,suggests that the present stage our country's financial markets are in a transitional period of reform.Commercial bank as an important part of the financial system,how to healthy and orderly development for the financial industry and even the entire national economy development has a crucial role.The main business of Banks is the monetary management and service,this to a certain extent,determines the bank there is a certain difference between with other enterprises,with strong specificity.Commercial Banks as the financial services industry,how to effectively carry out service marketing activities,strengthen the competitive power of the service,improve market share and profit growth,has become an important subject to be solved.The development of market economy makes the competition between Banks and the customer demand as the first sequence demand,has become the key content.Service marketing strategy based on customer value,it is according to the intangible characteristics of financial products and financial services human characteristics to strengthen marketing,in order to get competitive advantage.Core content in the research of this paper is based on customer value of the service marketing strategy,by case study of changzhou branch of bank of communications,research on service marketing strategy based on customer value based on Philip kotler(PhillpKotler)put forward the theoretical basis of customer delivered value.First chapter elaborated this article research background: at present our country commercial bank's development present situation and development trend of the commercial bank service marketing strategy;By improving the customer satisfaction to achieve higher customer value,so as to improve competitiveness of commercial Banks as the research objective;Using the data analysis,case analysis,questionnaire investigation and analysis,research methods such as research methods to analyze.The second chapter to the service concept,service marketing definition,characteristics,composition of customer value,customer value,customer and service marketing concepts such as the relationship between each other.The third chapter to traffic bank changzhou branch as the research object,this paperintroduces the current situation of bank of communications;Respectively analyzed the advantages and disadvantages of changzhou bank of communications.Bank customer value elements,the fourth chapter analysis through research and analysis in handling customers perceived value and perceived cost of banking business,points out the problems existing in the changzhou branch of bank of communications marketing;Fifth chapter based on the value of the changzhou branch of bank of communications customer,respectively by the method of questionnaire to the customer product value elements,customer perceived service value,customer perception value elements,image perceived customer value,customer perception of monetary cost factors,customer perception time cost factors,customer perceived customer value elements such as strength and energy cost factors analyzed one by one,for vulnerabilities in changzhou bocom customer value elements of the corresponding service marketing strategy,mainly through innovative products and services to improve product and service value,setting up enterprise internal marketing idea to improve value,strengthen customer relationship management(CRM)to optimize the allocation of resources in three aspects to improve the Banks themselves value;Through diversified services,to reduce the fees and other strategies to reduce customer costs.So as to promote changzhou bocom service quality and market competitiveness.