Research On Marketing Strategy Of A Branch Of Postal Savings Bank

The importance of marketing strategies for the marketing activities of any commercial bank and its effectiveness is self-evident,especially for the Post Savings Bank A branch,which was established in 2008.However,in the work practice of the branch for several years,it is actually felt that there are many shortcomings in the marketing strategy of the branch.Based on this,this paper takes the marketing strategy of Postal Savings Bank A branch as the research object,analyzes the problems of A branch marketing strategy by using relevant theories and research results,and proposes the improvement suggestions of A branch marketing strategy,hoping to help to help improve and implement A branch marketing strategy.This paper focuses on the status quo of the marketing strategy of Postal Savings Bank A from three aspects: product strategy,place strategy and promotion strategy.Then,using the relevant theories and research results of marketing strategy,this paper analyzes the current marketing strategy of A branch and finds the main problems that exist are:(1)The product structure of branch banks is unreasonable and relatively simple,and the development of intermediary business is lagging behind;(2)The structure of the marketing channel is not reasonable enough,and the online channel penetration rate and utilization rate are low;(3)There is no effective and targeted promotion means for various customer groups,and there are still major deficiencies in advertising,public relations and business promotion,and the overall promotion effect is not satisfactory;(4)The marketing team is weak and lacks marketing awareness.Through a comprehensive evaluation of the marketing strategy of Branch A of Postal Reserve Bank,the following suggestions are put forward:(1)Balance product structure and attach importance to the development of intermediary business;(2)Pay attention to the construction of online channels and customer maintenance,improve the activity of online channels,and enhance customer stickiness;(3)Improve the quality of promotion,and improve the four promotion methods simultaneously;(4)Strengthen the construction of marketing teams,establish marketing concepts,and strengthen business skills.