| In China financial globalization and informationization times,banks financial and derivative products vary,while the core is more homogeneous in essence.At the same time,with the progress of science and technology,electronic banking and self-help bank rising,competition became increasingly fierce,customers choose bank service rather than standard,they are care about specific or personalized services,not product itself any more.The importance of service marketing is gradually recognized by commercial banks.Founded in 2007,Postal Savings Bank of China(PSBC)is a leading large retail bank in China.It strategically focuses on providing financial services to communities,small and medium sized companies,which is always committed to meeting the financial needs of the most promising customers during China’s economic transformation.But for some reasons,such as comprehensive ability and hardware facilitiesits,its network transformation effect a little.In 2016,PSBC completed a successful IPO on Hong Kong Stock Exchange,perfectly accomplishing its three-step plan of“shareholding system reform,introducing strategic investment and IPO”,and formally entered international capital market.The author explored from branch management at the grass-roots level,analyzed bank macro environment,competition environment,as well as the micro environment from bank center branch of PSBC in Zhengzhou city,sum up some problems.By means of Consumer behavior theory and statistical survey method,the author made investigation form its branch,combined with the customer satisfaction survey results,hierarchical he analyzed the consumption behavior with accurate market positioning and targeted-customers At last he put forward some suitable marketing strategies and safeguard measures,which was meaningful in bank center branch.In this way,the consumer demand – centered integrated marketing service system established,the network transformed effectively,the branch competitive capability improved too. |
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