Research On Co-marketing Strategy Between Banks And Merchants By Liaocheng Postal Savings Bank

Since entering twenty-first Century, with the deepening of economic globalization, in order to obtain the development of the initiative and expand the market share, enterprises has been trying to innovate marketing tools and marketing ideas. Co-marketing is one of the new marketing ideas in the fierce competitive market environment. Co-marketing breaks the traditional compete antagonism,it can also be achieved through cooperation to maximize the interests of all parties in addition to competition in the market. By sharing resources, sharing facilities, sharing channels and other marketing tools, enterprises can achieve complementary resources, thus make up their own short board, give full play to their own advantages, to consolidate their market position. Companies can also find a new profit growth point through cooperation, create more market value.This paper introduces the connotation of cooperative marketing theory,using synergy theory,strategic alliances, different industry cooperation and other theories to analyze the value and competitive advantage created by Co- marketing. In-depth analysis of how to integrate the various financial products and services of Liaocheng postal savings bank to establish a cooperative marketing model with the business, to achieve the Liaocheng postal savings bank and business resources sharing, to maximize the interests of both sides.Through the internal and external marketing environment of Liaocheng postal savings bank, as well as the bank and business co-marketing model for in-depth analysis. At present, the four major state-owned banks in the jurisdiction of the financial market is still in the monopoly in Liaocheng City, the rapid development of joint-stock banks and city commercial banks will continue to impact on their financial markets. as most of the distribution network in rural areas of Liaocheng postal savings bank, The financial products are mainly suitable for small and medium-sized enterprises and individual industrial and commercial households.For some large enterprises or special high-end customer financial products and services are still relatively lacking.The rural credit institutions for rural roots are still the biggest competitors. How to give full play to the advantages of wide coverage of its own network, seeking the road of sustainable development by establishing co-marketing mode with the business, is a major issue in front of the development of Liaocheng postal savings bank. This article through analyzing the financial market structure, the present situation of Liaocheng City, developing the Liaocheng postal savings bank’s own development of the bank and business co-marketing strategy, and how to ensure the smooth implementation of the bank and business co-marketing strategy in-depth study.