China Postal Savings Bank, Target Marketing Strategy Research

Facing the more drastic competitive internal money market after joining in WTO, the forthcoming Postal Savings Bank of China needs to find itself market- positioning in the new environment, and draw up better target marketing strategy, ensure its development running in a stable way.This paper is always adhering to interconnect the theories with the facts by chiefly study the literature with the enterprise practice. Systematcially exploring the Postal Savings Bank of China's marketing strategy innovation, the paper is working and practical in the period of the Postal Savings Bank of China transform to a indeed bank. The fast development in late years make the Postal Savings more and more important in our society, but its defectiveness of institution stunt the internal financial reform and the Chinese Post's development. PSBC was announced had been established officially in March 20, 2007 in Beijing. Be restricted with the government's policy and the capability of itself, the Postal Savings Bank of China can't transcribe the marketing method of other banks and must to make marketing strategy innovation. After describe the development process of bank marketing and correlative theory, analyze closely the marketing trait and competitiveness , exam all-sidedly the macroscopic environment and trade environment , make SWOT analysis, the thesis research on Postal Savings Bank of China's marketing strategy. From our research, we are of the opinion that the Postal Savings Bank of China should take advantage of its superiority and get over its weakness, adopt focusing strategy to get competitive superiority in the subdivided market in personal financial service. Its brand position should be civilian bank.