| Under the realistic trend of economic and financial informationization,globalization and intelligent advancement,service as the essential function and value creation means of commercial banks,whose quality and efficiency have become important factors affecting the survival and development of a bank.Competition between banks,in fact,is the competition of the services ability that banks provide for customers.In this phenomenon,Ordos Bank,as a regional city commercial bank,has not implemented the service competition concept in its business performance yet.It has not fully realized the transformation towards customer-centered in terms of customer management and marketing methods.Problems such as high marketing costs and customers lack need to be resolved urgently,and the fierce peer competition is intensifying,which make the development situation of Ordos Bank is more severe.Based on the theory of 7Ps and STP theory,this paper will integrates the concept of service gap model.Through the analysis of the service marketing environment of Ordos Bank,the questionnaire survey of service expectations and perceptions of its customers,according to its business performance,the paper will analyzes the service marketing of Ordos Bank.The problems will be elaborated in this paper from seven aspects: product,price,channel,promotion,personnel,process and tangible display.On the one hand,combined with strategic analysis,the establishment of service marketing concept and the segmentation of target customer group will be discussed.On the other hand,relevant strategies will be proposed in a targeted manner from the seven dimensions,and follow-up measures for service marketing strategies are determined from two parts:service remediation and functional guarantee.It aims to provide service marketing guidance for the business development of Ordos Bank,create a service culture in the whole bank,innovate service methods,narrow the service gap,and cultivate the core competitiveness of enterprises. |
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