| With the rapid development of the comprehensive financial services of China’s banking industry,all kinds of innovative projects emerge.Based on the comprehensive financial services for Banks on the basis of in-depth study,mainly on the current relatively scarce specific case as a breakthrough point,this paper verify the theory and make up for the shortagethrough practice,trying to fuse theory and practice together,and also to provide some reference valuefor other scholars in the future study of comprehensive financial services.This paper focuses on the research and discussion of the integrated financial services project of henan xx petrochemical group co.,LTD.SJZ branch of bank of communication,in key period to adjust business structure to pull through the business bottleneck of,boldly to carry out the comprehensive financial services,innovative for private enterprise as a retail fuel leading high requirements for the efficiency of capital turnover characteristics,by the combination of marketing,the marketing stratification,and other means,in the case of conform to the laws and regulations to provide financing loans,cash management,personal financial services,a single settlement,marketing mix,such as a comprehensive financial service,not only effectively meet the special needs of customers,develop customer stickiness,and the success of the pilot type service for the bank of communications system has special significance.At last,based on the combination of 4P,4C,4R marketing theory and SOWT analysis theory,and comprehensive service financial case of SJZ branch,analyze the success and deficiency of the research,give rise to the consideration of marketing,product design,internal management,perfect mechanism aspects of bank system,coming to a conclusion that national bank should also be subject to market condition and law,especially in the changeable economic environment at present,only innovation can lead the market and help to obtain the excess returns. |
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