Title: Strategic System of Service and Marketing Culture of Chinese Commercial Banks
Abstract: Although Chinese commercial banks have been emphasizing service and marketing for many years, few of them approach this issue from a strategic point of view.Beginning with expounding theories about the service and marketing culture of western commercial banks, the paper points out the research trend in the future.In the course of establishing the service and marketing culture, Chinese commercial banks are facing a variety of problems, especially in the aspects of the notion of service and marketing, market segmentation, differentiated marketing, the setting of the overall function system, relationship marketing and internal marketing.Therefore, Chinese commercial banks should establish an enterprise-wide notion of customer service and marketing, and gradually set up a strategic system of service and marketing culture covering differentiated marketing, integrated marketing, relationship marketing and internal marketing.
Publication Year: 2009
Publication Date: 2009-01-01
Language: en
Type: article
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