Research On Service Marketing Of Shaanxibranch Of Bank Of Communications

Under the background of the transformation of social economy in our country,the country’s social economy has entered a new norm,on the basis of this,the competition between commercial banks in China has become more intense,the competition of commercial banks is not only the state-owned banks compete more,also includes between state-owned banks and Commercial Banks competition of commercial banks,under the fierce competition background,many foreign commercial banks are trying to adjust the marketing oriented services to the commercial bank competition system and marketing center.On this basis,China some domestic small and medium sized banks also began to develop by using service marketing activities rapidly,which brings a great challenge to a great extent for the development of China’s commercial banks have won great opportunities.In recent years,China’s major commercial banks have completed through restructuring listed,operating in the process of the universal existence of service consciousness of financial products homogenization serious problem,service marketing management concept is still not set apart,and foreign commercial banks and even some new domestic commercial banks than there are many the gap.The Bank of communications as an example,the bank is currently in China to carry out the service marketing for a bank’s success,in the actual process of business development,service marketing concept and not to implement the bank’s internal aspects,is still not out of the "silver boss" attitude,service consciousness is relatively weak.But it is undeniable that the development of any one thing is a process from quantitative change to qualitative change,the change in business philosophy will not be achieved,and the basic for how to implement service marketing concept,to a large extent will affect the entire bank service marketing concept set and its public image,therefore,as a commercial bank the front-line combat department,it is necessary to study the branch of service marketing ability,has certain practical significance and theoretical significance.It is based on this situation,this article from the perspective of service marketing,reviews the domestic and foreign experts and scholars on service marketing research,introduces the related theories of service marketing,including the theory of relationship marketing,internal marketing theory and the theory of service profit chain,in this point of view,introduces the domestic and foreign outstanding the commercial bank and the Bank of Hong Kong and the United States Citibank marketing practice.On this basis,the author of their own in the Shaanxi branch of Bank of communications experience,the general characteristics of development to explore in detail the Shaanxi branch of Bank ofcommunications and development,summarizes the present situation of service marketing of Shaanxi branch of Bank of communications,said the Shaanxi branch of Bank of communications service marketing which the existence of the problem,including the concept of service marketing,internal relations marketing and customer development problems,single products and absence of price problems,single channel and promoting methods in five aspects.Finally,aiming at these problems,combined with the development experience of domestic and foreign outstanding commercial bank,Bank of communications Shaanxi branch of service marketing strategy,we should establish service marketing concept,different customer centered service marketing strategy,improve the customer delivered value,relationship marketing,service product innovation strategy for the implementation of the protection of Bank of communications Shaanxi branch of service marketing strategy of the service marketing strategy.Because of my limited academic level,an overview of relevant theories involved in the research process of the existence of a certain degree of not perfect,only with the basis of the experts and scholars at home and abroad are summarized and comb.In the process of Bank of communications Shaanxi branch of service marketing problems,the conclusions and countermeasures proposed is aiming at the real situation in Bank of communications Shaanxi branch to put forward with the micro level,and service marketing problems at the macro level of China’s commercial banks far more than these,corresponding measures taken.It is not only limited to the strategy proposed by this paper,this paper proposed measures only for Shaanxi branch of Bank of communications,for reference with other banks,in the absence of universal applicability,therefore,in the follow-up study,should know more about the features of China’s commercial banks,find the commercial bank service the marketing process of the existing problems,combined with the practical problems to put forward some macro level with general applicability.Countermeasure.