Research On The Service Marketing On Corporate Business Of China Merchants Bank A Branch

Since 2006,global economic integration increased significantly and domestic and foreign financial market has changed a lot:the slowdown of economic growth,interest rate liberalization,foreign banks,Internet banking and so on.Banks are in urgent thinking about how to improve the level of service and marketing to earn more market share.China Merchants Bank has managed over 10 years.However,compared with brilliant achievement,its current development is not optimistic.This paper plans to research services marketing theory and explore the development of domestic and international banking services in marketing.Then this paper will discuss the development in service marketing of domestic and foreign banks and combine the history and current development of China Merchants Bank with the successful experience of competitors.Furthermore,this paper finds out service market shortcomings through questionnaire survey and propose the specific marketing program:1.Internal marketing optimization program:(1)strengthening the team building;(2)establishing a "customer first" service concept;(3)enhancing training,optimizing processes;(4)improving salaries and benefits;(5)optimizing process and improving the efficiency.2.Extemal marketing optimization program:(1)Market segmentation and target market selection;(2)differentiated marketing;(3)building customer relationship management system.Finally,this paper comes up with supporting measure:(1)charge guarantee;(2)leader of the branch need to sufficiently communicate with administrative department;(3)coordinate all the department of the branch;and so on.Optimization program not only need the leader and staff of A branch to cooperate,but also the guarantee from Nanjing branch in salary distribution,corporate image construction and other multiaspects.I hope this paper could not only help A branch to improve service level of marketing and customer satisfaction and expand the market share to some extent,but also provide a reference for the other branches.