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After several years of financial reform, the pattern of multi-level competition is becoming more and clearer in China’s banking market. State-owned commercial banks, joint-stock commercial banks and city commercial banks, rural commercial banks, urban and rural credit cooperatives, rural banks, foreign banks and other multi-level structure of the coexistence of banks has been formed, and to expand market share in the limited competition. Retail service is an important profit source to commercial bank in future. And commercial banks take more importance to service increasingly, and take part in service marketing popularly so as to prompt marketing level at the same time of advancing service level. This thesis by the GZNC comical bank for objects of study, and analyzes its situation, problem and advice.First, this thesis analyzes the marketing environments of GZNC commercial bank. This thesis studies the macroeconomic environment from the economic circumstances and legal circumstances. What is more, this thesis research the micro environment concerning to customs, competitors and itself. By the SWOT method, this thesis found that GZNC commercial bank based on an even competition circumstances; it is not only to focus its own advantage of policies concerning to other commercial banks, but also to pay attention to its own weaknesses. In order to avoid disadvantages, GZNC commercial banks can choose to a strategy of reducing internal weaknesses, avoiding the threats. From seeking their own way, GZNC commercial bank should be fully draw on the experience of other commercial banks, and establish a high-quality management team and excellent client manager service personnel, and also to introduce of advanced management concepts, then improve profitability and level. As to external threats, in order to avoid the advantage of the market of the large state-owned commercial banks, and to choose the farmer, small and medium enterprises and individual industrial and commercial households, etc., And it take the road of based on area economy, small and medium sized enterprise, improving service levels and customer satisfaction marketing should be its future. The issues of GZNC commercial bank in the prompt of service marketing in retailing service, these issues embrace that lacking of marketing groups, a lowing level of custom satisfaction, and shortage of Specification for service system and better market segmentation. In the end, this thesis takes forward some advice, jus as development custom Manager System, establish an opinion of service, create a standard service system and stimulate the enthusiasm of one line personnel.The innovation of this thesis is that it takes the GZNC commercial bank as a case study, and then analyzes its marketing environment. On the help of SWOT method, this thesis find its strengths, weaknesses, opportunities and threats, etc., on this basis, then make targeted suggestions for improving its level of service marketing. And it is a profound significance to expand retail business scale, and enhance market competitiveness.
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