Postal Savings Bank Of China Guangzhou Branch-Integrated Marketing Strategy Implementation Research

Under the background of economic transformation and financial deepening, China’s economy has entered a new normal of economic growth shift and structural adjustment. With the rapid development of internet finance, financial disintermediation, and the cumulated influence of the marketization of interest rate and exchange rate, profound changes have taken place in the operating environment of the banking financial institutions. Thus, facing the fierce financial market competition, the traditional marketing methods cannot keep up with the reform of economy and finance. Therefore, it’s significant to make a research on the marketing strategy implementation of Guangzhou Branch of Postal Savings Bank of China(PSBC) under the new normal.Guided by the theory of integrated marketing, this paper studied the integrated marketing strategy implementation of Guangzhou Branch of PSBC in the form of a comprehensive case. In the case part, the author described the background of Guangzhou Branch of PSBC, business environment, major products of the bank and the special marketing promotion event of PSBC-Yang Cheng Tong Credit Card, which shows the operating characteristics of Guangzhou Branch of PSBC. Then the author presented the urgent marketing problems to be solved. In the second part, firstly, the concept of integrated marketing had been presented, and reviews of the domestic and foreign related research theory and literature were given. Secondly, combining with the case, the author analyzed the problems of Guangzhou Branch of PSBC in marketing, and evaluated the external environment and internal factors through the PEST analysis, porter five model analysis and the internal factor analysis method. Thirdly, based on the SWOT analysis and the theory of integrated marketing, this article put forward the viewpoint about how to carry out the integrated marketing strategy and the specific steps, which contains of four stages: Tactical coordination and elements integration, establish ongoing marketing communication process, information and data mining, financial and strategic integration.This paper, which mainly used the related theories of integrated marketing, management, and the academic achievements for reference, after analyzing the existing problems of Guangzhou Branch of PSBC in marketing, proposes the standpoint and suggestions of integrated marketing strategy implementation, combining with its existing resources and conditions. For an overall option, it’s highly operable and practically significant to study on the integrated marketing strategy implementation of Guangzhou Branch of PSBC.