XY Branch Of Industriai And Commercial Bank Of China Branch Service Marketing Strategy Research

Along with our country commercial bank retail business competition intensifying,the rapid development of electronic commerce and Internet financial,financial innovation more and more products are gradually changing people's way of life.As a result,many domestic commercial banks to speed up the transformation of the network management,the marketing model of commercial banks has been changed,from the physical network gradually turned into a single channel marketing online marketing model in the fusion.XY branch of industrial and commercial bank of China in the market competition of commercial Banks,the biggest advantage is rich network resources,the network is a important way of retail business of commercial bank,how to use this advantage to maintain market competitiveness,the outlets from the traditional accounting transactions into service marketing,XY branch of industrial and commercial bank of China is one of the important subjects facing management reform.Research of this paper is the transformation of the XY branch of industrial and commercial bank of China outlets as the research object,firstly Outlines the background and significance of topics,as well as the research content and method,through reading a large number of literature,summarized the domestic and foreign relevant commercial bank service marketing and network transformation theory and related concepts.Secondly,the use of XY branch of industrial and commercial bank of PEST tool analyzes the transformation of network service marketing environment,the present situation,to further explore the problems existing in the network transformation.Finally,an excellent network transformation of commercial Banks at home and abroad for reference the advanced experience,in view of the industrial and commercial bank of XY branch network transformation of services marketing problems,put forward the service marketing strategy of the optimization design,focusing on helping network transformation from the traditional services marketing model is transformed into the integration of online marketing mode,so as to improve the competitive ability of the network.