The Research In Service Marketing Strategy Of Commercial Bank N In Guangdong Province

Service marketing becomes a key instrument to gain competitive advantage as rapid changes in the marketing environment,also great challenges and opportunities are brought to Chinese commercial banks since the Chinese government joined the WTO.However,some problems such as lack of service consciousness,mono measures in marketing,insufficient of innovation ability of financial products and so on generally exists in domestic banks.These problems will either lead to fatal disaster to domestic banks,or impacts financial system of China without timely and adequate countermeasures.As service marketing now becomes the core competitiveness of commercial banks,bank N that is a branch of Chinese four national commercial banks,has many deficiencies in its marketing activities,such as faultiness in the working system of marketing management,lack of initiative consciousness of service marketing,inaccuracy marketing position and segmentation,insufficient innovation in banking service.Nowadays,it is not only raise a big gap of modern service marketing between Bank N and the western commercial banks,but also not in harmony with its internal and external environment.Under the analysis of actual operation and service management of domestic banks,the author investigates and analyzes the strategy of service marketing of bank N and its clients,also including data collection and questionnaire.Then,some reasons and analysis are found out in service marketing capabilities of Chinese commercial banks.In the end,this paper analyzes the tactics of service marketing of bank N and put forwards suggestions for its improvement with the guidance of modern service marketing theory.