| In recent years, China has sustained rapid economic growth, income levels have steadily increased and financial awareness has enhanced. The demand for banking services and products has increased. The individual business market has an enormous potential to develop. It has become the focus of competition for many commercial banks. Following China's accession to the WTO, there has been a liberalisation of the banking business, especially of those banks contending for the high and middle end customers. Foreign banks'fiscal VIP rooms and wealth management centres quietly emerged in major urban centres. Domestic banks have begun to feel the direct challenge of foreign banks. Facing fierce market competition , in order to further enhance core competitiveness, the Chinese postal savings bank which will be established in the coming days must firmly establish the strategic position of personal banking and develop the personal banking business. Vast domestic personal financial markets can bring opportunities for the postal savings bank, but also bring development challenges. Only after implementing the "customer-centred, market-oriented" business ideas, and continuously enhancing and improving product, marketing, services and other aspects, strengthening the quality of customer service, enhancing customer satisfaction, loyalty and contribution, can personal banking survive in a competitive market and achieve sustainable development. The implementation of these measures must rely on an integrated high-quality, rapid market reaction, and a strong reliance on the marketing team.From study of foreign banks'advanced development experience and trends, the marketing team is the main force behind a successful personal banking business. It is the effective channel to implement distinctive services and to market products. Customer relationship management is a powerful tool for personal banking and plays a very important role in the development of a postal bank. |
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