Research On Services Marketing Tactics And Implementation Of Minsheng Bank Tianjin Branch In The Corporate Business

With the continuous advancement of socialist modernization,China’s modern service industry has also been greatly developed.The rapid development of service industry not only solves the problem of the lack of tertiary industry,but also promotes a large number of employment,improves the speed of economic growth,and contributes tremendous strength to the national tax revenue.Therefore,service industry has become an indispensable driving force for economic growth.As an important part of modern service industry,the banking industry faces increasingly fierce competition with the deepening of financial reform.The corporate business has always been the focus of competition.Banks’ corporate business refers to the business of expenditure accounts,deposits and loans,trade finance and daily settlement of corporate and other economic organizations approved and registered by the administrative authorities for industry and commerce.How to improve the competitiveness of commercial banks in the field of public customer service marketing the increasingly fierce competition is a common issue faced by many banks.Although China’s modern service industry has entered a stage of rapid development,there are many challenges.This paper takes Tianjin Branch of Minsheng Bank of China as a case study.The author first introduces the research background and purpose of this paper.Then it reviews the development status of service marketing theory,emphatically expounds the 7Ps of service marketing,then uses SWOT to analyze the service marketing environment of Minsheng Bank Tianjin Branch,and investigates Minsheng Bank Tianjin Branch’s corporate customers,draws the conclusion: Minsheng Bank Tianjin Branch’s problems in the field of services marketing in the corporate business are mainly manifested in five aspects: market positioning,marketing process,marketing personnel,marketing channels and service demonstration.According to the 7Ps of service marketing,aiming at solving the problems faced by the customer service marketing of Tianjin Branch of Minsheng Bank,this paper puts forward relevant improvement strategies and safeguard measures,focusing on the following aspects: classifying corporate customers through market segmentation,aiming at strategic private enterprise customer group,small-size and medium-size enterprise customer group,supply chain enterprise customer group.The paper suggests to improve the management level,strengthen the professional accomplishment of customer managers,give full play to the role of assessment,and enhance the depth and breadth of customer development;screen and classify customers and bank products through various data collection.The author points out there are loopholes and shortcomings to facilitate future upgrade and improvement;increase collaboration among departments,satisfy the customers’ diverse needs through the integration of online and offline sales channel and communication channels;increase complementarity between physical stores and online channels,combine the advantages of the two channels to enhance customer experience;finally,through the environment,brand and personnel,visible display,further enhance customer service experience.The results of this study,on one hand,will help Minsheng Bank of China Tianjin Branch to innovate in the field of public service marketing and enhance its core competitiveness in the region;on the other hand,it will provide theoretical guidance for the formulation of service marketing strategies of commercial banks in China.