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1、ABSTRACTServicemarketing,referstotheuseofcorporateserviceadvantages,obtaincustomer'ssatisfactionandloyaltytopromotemutuallybeneficialexchange,toachievelong-termgrowthandimprovedbusinessperformance.Bankservicemarketing,referstothebanktothecustomerdemandasthe
2、guidance,toprovideservicesforthemeansofbankproductsalestocustomersandbusinessactivities.Therapiddevelopmentoftheglobaleconomysituation,increasinglyfiercecompetitioninthefinancialsector,mostoftheforeigncommercialbankshavetofocusonservicemarketingasthemarketi
3、ngsystem,andthefinancialproducthomogeneitybetweendomesticcommercialbanksseriously,nosignificantdifferenceincompetitiveness,alsorequirescommercialbanksinourcountrypayattentiontoservicemarketing,increaseeffortstoimprovetheirowncompetitiveness,inordertobetters
4、ervecustomersandimprovetheiroverallstrengthofbanks.InrecentyearsfOrdos^economyhasmaderapiddevelopment,alongwiththereformoffinancialsystem,theopeningofbankingindustry,inadditiontostate-ownedbanks,manyjoint-stockbanksalsohavesettledinOrdos,inter-bankcompetiti
5、on,competitioninthebankingserviceshasbecometheweapon.OrdosBankasasmallandmedium-sizedjoint-stockcommercialbanks,facingdevelopmentopportunitiesandchallenges,itisnecessarytoenhanceitsownstrengththroughservicemarketingstrategy,sothatinthefiercecompetition,howt
6、oproceedfromthereality,tomasterthebasicoperationmodeforasetofservicemarketing,servicemarketingactivitieseffectively,enhanceservicequalityandcompetitiveness,hasbecomeanurgentprobleminOrdosBank.Sixpartsofthispaper,inviewofthepresentsituationofOrdosBankservice
7、marketingmanagement,discussestheOrdosBankshouldtakewhatkindofservicemarketingstrategyandhowtoimplement.Theintroductionpartdescribestheresearchbackgroundandthesignificanceofthisstudy,thedevelopmentandevolutionofthecommercialbankservicemarketing,analysesthepr
8、esentsituationoftheresearchofservicemarketinginChina,andintroducestheresearchmethods,themaininnovationpointsofthispaperandthemaincontentandframework;thesecondpartfromtheservice,servicemarketingandservi
