|Other Abstract||Commercial banks are typical service enterprises. Service marketing is the most basic operation pattern and benefit source. Outlets are the most basic service marketingpositions of commercial banks. High quality and efficient service is the foundation and key to promote business marketing. With the current market competition accelerating and customer demand upgrading, how to carry out service marketing activities, enhance the operation vitality and development momentum of outlets, has become a major issue for ICBC. Industrial and Commercial Bank of 中文na Lanzhou Branch (referred to as ICBC Lanzhou ) is a branch of ICBC. In recent years, with the changes in the market environment, the service marketing problems faced by outlets of ICBC Lanzhou have begun to become prominent, which leads to the gradual loss of high grade customers, the decline in savings deposits, the weak competitiveness externally and the low outlets development level. Therefore, ICBC Lanzhou urgently needs to accelerate outlets service marketing ability, and promote rapid business development to adapt to changes in market development and customer demands.
Taking ICBC Lanzhou as the research object , this paper makes a research and analysis on the service marketing problem, which takes the perceived service quality as the main guiding theory. Firstly，the relevant theories referenced are expounded. Meanwhile ,the research status at home and abroad is reviewed, and the experience and enlightenment of outlets service marketing are summarized, which provide references for outlets service marketing ability promotion of ICBC Lanzhou. Secondly, according to the perceived service quality theory ,the questionnaire is designed to evaluate the service quality from the perspective of customers, and the problems existing in service marketing are learned from the inside through interview with employees. Through questionnaire and staff interview, it is concluded that the problems affecting outlets service marketing are mainly manifested in six aspects: the distribution of outlets, function division, intelligent service, differentiated service, post integration, evaluation and motivation. Thirdly, according to the perceived service quality theory, market segmentation theory and target management theory, the principle of outlets marketing efficiency is proposed, and the detailed implementation strategy is also raised, which includes optimizing the distribution of outlets, improving function division, str英语thening intelligent service, implementing differentiated service, conducting post integration, improving evaluation and motivation, etc. Finally, the strategy implementation guarantee mechanism is proposed including resource support, outlets synergy, risk control.
Through questionnaire and staff interview, this paper has thoroughly analyzed the main problems that restrict outlets service marketingof ICBC Lanzhou. With reference to relevant theories, it puts forward targeted service marketing strategies from the aspects of outlets construction, service model and marketing management. It also innovatively puts forward a new strategy personnel of empowerment and a new service marketing model combining intelligent service and precision marketing. The new pattern of outlets development is built with the centre on customer and the aim at improving service marketing ability, which has made a useful exploration for accelerating outlets development of ICBC Lanzhou, and a certain reference value to other banks.|