招商银行服务营销存在的问题及对策研究(2)

招商银行,服务营销,问题,对策,研究

The Problems and Strategy of the Retail Business Services of

the China Merchants Bank——Example of Branch in

Youyi Road

Abstract

How to develop marketing has become a common concern for domestic and overseas commercial bank with the development of economy, the features of service for bank is obvious. However marketing theory of industrial and commercial enterprises can not break through the feature.

The paper studies the restriction of bank marketing theory by means of new service marketing theory to come up with suggestions about new bank marketing system. The implement of bank service marketing coordinates the relationships of inside and outside divisions in bank to achieve marketing goal.

The paper first analyses the concept of bank service marketing, marketing theory and new service marketing theory based on basic features of bank service to build a strategy system for bank service marketing., marketing theory and new service marketing theory based on basic features of bank service to build a strategy system for bank service marketing. In order to make bank service marketing theory become a complete system which is related with practicing, the paper as the case of CMB analyzes the application of the practice about service marketing strategy. Compared with western commercial bank, commercial bank in China developed slowly in the marketing field. The paper point out the disadvantages of service marketing and make a deep analysis of speeding up innovations to come up with new development thinking.

Key Words: Service marketing, Commercial Banks, The market marketing