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A Study on Service of Commercial Bank of China

Author: MaXiaoTong
Tutor: FengJingZuo；CaoQin
School: Yunnan University
Course: Business Administration
Keywords: Services commercial bank development strategies action
CLC: F832.2
Type: Master's thesis
Year: 2010
Downloads: 120
Quote: 0
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Abstract


Service has become a commercial bank an integral part of the services to create value for the idea that has penetrated into the daily conduct of operations among the banks, and important decisions affecting the bank. Thirty years of reforming and opening, diversification situation of commercial banks in china has been gradually formed, meanwhile, because of the enter of foreign banks into China mainland, competitions among bank industry have increased since then. The time of’waiting for customer’has gone and won’t come back. However, comparing with commercial banks in developed countries, there is a huge gap in the area of marketing concept and method. Nowadays, banking industry, as service industry, has paid more attention to the role of services in bank’s management; its business model has led gradually to the service by the product-led transformation, and begun to establish the target market and position, as well as strengthening internal marketing and service mix tactics. Nevertheless, Commercial banks in China have not fully entered the establishment of customer satisfaction-oriented and maximizing customer value.Since 2010, the state has adopted a tight monetary policy, commercial banks lending to limit the size to be compressed. In this environment through the services marketing to secure more customers, greater room for development, seems even more important. This article based on the writer, who has many years experience in state-owned commercial banks service management, uses theory with practice, the combination of qualitative and quantitative and empirical case study research method to pointed out in the lobby, teller, customer service manager, and other aspects of management awareness of the existence of weak links from survey data with third party. Furthermore, it addresses service marketing suggestions which could really achieve differentiation and personalized service, and get the ultimate competitive advantage of the service marketing recommendations under the current macroeconomic.

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CLC: > Economic > Fiscal, monetary > Finance, banking > China's financial,banking > Banking system and business
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