银行服务有形展示策略的研究

入世后严峻的竞争局面和市场需求的变化迫使我国商业银行在营销理念方面要及时创新。银行营销属于服务营销的范畴,将银行营销置于服务营销的框架下进行探讨,针对银行服务的特点实施人员策略、有形展示策略、服务过程策略,可以帮助我国银行业树立起顾客导向的营销理念,为我国银行业竞争力的提升提供一种思路,有助于缩短中外银行间的差距。其中有形展示策略就突出地表现了这样一种观点——银行服务犹如在舞台上演戏,演员演技的好坏直接关系着表演的成功与失败,银行服务展示的优劣也同样维系着银行经营的成败。

Study on the Strategies of Banking Visible Display Service

The commercial banks in China face increasing challenges with China＇ s entry into the WTO,therefore their marketing idea should be innovated with the times. This paper discusses marketing of banks which falls into the category of service marketing,proproses to implement staff strategy, visible display strategy and service-process strategy aiming at the service characteristics of banks. All these strategies will help our enterprises establish customer-oriented marketing concept , shorten the gap between Chinese and foreign banks and enhance competitiveness. The visible display strategy highlights a viewpoint： bank service is like a performance, the acting skills of actors and actresses has a direct impact on the success of performance, the service quality of banks decides the success or failure of bank operation.