A Research On The Service Marketing Strategy Of PingAn Bank

Along with the development of economic and the more and more open financial policies,the traditional marketing concept has seriously limited the development of banks.According to the characteristics of bank's services and the emerging service marketing theory.Based on the analysis of the internal environment of Ping An Bank,the industry circumstance and the macro market circumstances,this paper making service marketing strategy of Ping An Bank.First of all,this article briefly describes the present status of China's banking industry,the STP theory and provides an overview of the process of service marketing theory at home and abroad.Secondly,making brief summary of the history and development strategy of Ping An Bank.In addition,the article evaluates the market position of Ping An Bank from business structure,market share,growth,profitability,risk-resistant ability and competitiveness based on the data of the 16 listed banks.The current situation and issues of Ping An Bank's service marketing also describe in chapter 3.Again,from three dimensions on organizational processes,resources and capacity to see the internal environment of the Ping An Bank.Then,using PEST analysis and Porter's Five Forces Model and competitive position to look into the macro-environment and industry environment of Ping an.We form SWOT analysis of the Ping An Bank based on the above conclusion.Finally,the article proposes measures on enhancing the overall competence of Ping An Bank in the perspective of service marketing based on the preceding analysis.On view of service marketing,the proposal includes seven aspects on Product Strategy,Pricing Strategy,Place Strategy,Promotion Strategy,Participant strategy,Physical Evidence strategy and Process Strategy.The aim is to achieve a unique Ping An Bank.