| Postal agency finance originated from the General Administration of Reserve and Exchange established in Shanghai in 1919.It is a product of specific historical conditions.In 2007,China Postal Savings Bank was officially listed and established.Postal Savings Bank and Postal Group were separated into two entirely independent corporate economic entities.In accordance with the needs of the reform of the postal system of the State Council,postal enterprises have accepted the entrustment of the postal savings bank to carry out some basic commercial bank business,and the dual operation mode of "self-operation + agency" of postal savings has been put into practice.Postal agency finance is rooted in retail finance,relying on the huge physical network resources of the postal group to provide inclusive financial services for the general public in urban and rural areas,has become an important part of China's financial institutions.At the same time,after twelve years of development,the scale of proxy financial savings and business income continue to grow,has become the postal enterprise three sections of the "lifeline" business.However,in the face of financial disintermediation,intensified supervision and other external pressures in recent years,commercial banks to increase the development of savings business,retail financial market competition is becoming increasingly fierce.Along with the continuous improvement of personal income level,the customer's awareness of financial management gradually strengthened,and the demand for financial products and services soared.Postal agency finance will continue to rely on traditional network advantages to develop savings deposits will no longer be able to meet the growth needs of customers,relying solely on rising deposit interest rates to promote the development of cost subsidies will also lead to narrower and narrower profit margins for enterprises.In the dilemma of market share and high business scale trap,how to change ideas to achieve healthy and sustainable development of enterprises has become an urgent practical problem.Postal agency finance not only has the advantages of group board,but also has the limitations of enterprises.To achieve sustainable development,we must fully understand the internal and external environment,and use modern marketing concepts to find a way of personal retail finance with postal characteristics.This paper takes Anqing Post Agency Financial Services Marketing Strategy as the research object,using 7P Service Marketing Theory,Customer Satisfaction Theory,Market Segmentation and Orientation Theory,through four research methods of literature research,case analysis,questionnaire survey and SWOT analysis,advances the problems existing in Agency Finance in service marketing.Through the analysis of internal and external environment,market and customer,the SWOT model of environmental analysis is constructed.It is clear that Anqing Post Agency Finance should do well in the development of key customer groups with the dual-focus market positioning of urban and rural markets,relying on the post throughout urban and rural areas.The channel and platform advantages of online and offline will promote the integration and development of agency financial business and traditional postal business,and comprehensively implement the service marketing improvement strategy of differentiated competition.On this basis,it puts forward seven specific countermeasures and four supporting guarantees of Anqing Post Agency Financial Services Marketing.Efforts should be made to promote financial businesses to achieve comprehensive,effective and sustainable development at a new starting point. |
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