The Research On Financial Service Marketing System Construction Of Shandong Post

Since2006, according to the unified reform arrangement of the Party Central Committee and the State Council, China post experienced many major reforms, including separating government administration from enterprise management, establishing Postal Savings Bank of China, and specializing the express delivery. After the reforms, the postal enterprises should perform the social obligation as the people’s livelihood services platform on one hand; on the other, they should follow the modern corporation system, transform the mode of economic growth, adjust the business formation, and construct modern large state enterprises.As an important part of China Post, for better communicating the government, commerce and citizens, Shandong Post increased the input continuously, established a national and international postal communication network, ensured the communication right of the mass, improved the abilities of serving the agriculture, countryside and farmers, and gained sound social reputation in recent years. With the reform deepening, some problems become more serious day by day and cannot accelerate the business growth, which include the unbalanced business structure, the unclear product location, the low labor productivity and the inefficient marketing staff. Especially with the reform of the postal financial system deepening, the enterprises face the more complicated developing environment. Along with the economic development, the clients’financial needs become diversified. According to the new situation, the postal enterprises should establish financial service marketing system and high-quality professional marketing team, straighten the business developing route, arouse the employees’initiative, and improve the effectiveness to cope with the market competition.Applying the theories of enterprise management and marketing, this paper presents a construction proposal of the marketing system of Shandong Post on the micro level by the method integrating qualitative analysis with quantitative analysis. Firstly, it elaborates the models and basic theories of the financial service marketing, and the concepts of the marketing system construction. Then it analyzes the internal and external environment of the marketing system construction in service enterprises, and the existing situation of the financial product formation and marketing system construction of Shandong Post. After researching the construction strategies and deciding the allocation mode, it presents a marketing system construction scheme from the existing problems on the micro level, combined with the reform practice. The scheme suggests constructing the postal financial service marketing system from the developing location, marketing strategy, product optimization and manpower allocation. It also presents improving the personnel quality through reforming the salary system, rebuilding the intrinsic motivation system of the performance appraisal, and scoring the education and training. Then it recommends the follow-up developing proposal. Through the positive research of the financial marketing system of Shandong Post, this paper presents the construction strategies of it, have reference value for marketing management, and offer useful reference for improving the efficiency of the postal enterprises.