A Study on Creative Strategies of Service in Commercial Banking Industry

By introducing the connotation of creative service,the article puts forward the concept of creative service and analyzes the practical significance of the development of creative services in commercial banks.Starting from the logical point of four-dimensional model of the creative services and combining with the service specialty of the commercial banking,the article constructs the phase-model of the creative services of the commercial banking and meanwhile divides them into four phases: value identification,process design,value drive and technology realization.Besides,it discusses the constraints of the creativities.Finally,the article comes up with the strategic options for the creative services of commercial banking based on the phase-model.