Study On Postal Marketing Bank DZ Sub-Branch Electronic Banking Marketing Strategy

At present,the DZ branch of the postal savings bank still carries out electronic banking marketing mainly in the way of the occupied territory.The direct result of the single and homogeneity of the marketing strategy is that the customer loyalty is not high;especially the high end customer's satisfaction to the electronic banking business is low.At the same time,the electronic banking business is also restricted to the DZ branch of the postal savings bank.Therefore,how to develop electronic banking marketing has become a new topic of DZ branch of postal savings bank.The key to intensive cultivation lies in a more comprehensive and in-depth understanding of customer demand and continuous improvement of customer experience,which poses a higher challenge to the E-bank marketing of the DZ branch of the postal savings bank.This study comprehensively uses the literature analysis method and the investigation method to study the personal electronic banking business of the DZ branch of postal savings bank.The main contents are divided into five chapters:the first chapter is introduction.The second chapter is the marketing status and problems of e-banking in DZ branch of postal savings bank.The third chapter is the analysis of the internal and external environment of the electronic banking business of DZ branch of postal savings bank.The fourth chapter is postal savings bank DZ branch's e-banking business marketing strategy.The fifth chapter is the implementation of safeguard measures for the marketing strategy of DZ branch of postal savings bank.The research points out that the problems of electronic banking marketing in DZ branch of postal savings bank mainly lie in weak marketing concept,low marketing quality of employees,imperfect marketing mechanism,defects of electronic banking products,poor customer information collection and low market share.This paper proposes to improve the additional value of DZ Branch electronic banking business products,adopt flexible price strategy within the scope of branch authority,actively promote the construction of new media marketing channels,and adopt a diversified marketing strategy of electronic banking marketing.At the same time,it puts forward the unified business operation process,the implementation of standardized service,the establishment and improvement of the risk management and control mechanism,the formulation of targeted performance evaluation measures,the implementation of the introduction of talent strategy,the improvement of the vocational training system,the scientific and rational organizational structure,the organization of cultural construction and the protection of the postal savings bank DZ Branch electronic banking business.The guarantee measures for the implementation of marketing strategy.This paper,taking the DZ Branch Bank of postal savings bank as the research object,uses the method of combining qualitative analysis and quantitative analysis,combines the acquired specific business data,and analyzes the internal and external environmental factors of the enterprise,and points out the marketing strategy selection and marketing strategy of the DZ branch of the postal savings bank.There is a certain degree of innovation in the implementation and protection of both methods and contents.