Research On Marketing Of M County Sub-branch Of Postal Savings Bank

The reform of the financial system led to the restructuring of state-owned commercialbanks and state-owned commercial banks have become the subject of market economy. Thestate-owned commercial banks have to operate autonomously and bear risk by themselves.They also have to restrict themselves and be responsible for their own profits and losses.Securities companies, trust companies, insurance companies and other non-bank financialinstitutions also began to get involved in financial services. The development of the bank’straditional business become more and the competition become intense. China Postal SavingsBank is the market latecomers and it lacks experience to do the bank’s business and marketing.It has to adjust its traditional business methods and marketing strategies.Taking the M County Sub-branch of Postal Savings Bank as the research, first, the paperanalyzes the bank’s marketing status in M county and points out the main problems of thebank’s marketing. Second, the paper analyzes the Bank’s external marketing environment andinternal conditions, and then the SWOT matrix analysis is used to determine the direction ofadjustment of marketing strategy. At last, the paper proposes the objectives, priorities andspecific measures of the marketing strategy after adjusting. Besides, the paper also proposesthe effective implementation of marketing strategy to guarantee the strategy to be carried outeffectively.