Research On ZK Postal Agency Financial Service Marketing Management

In 2007,the China Postal Savings Bank was formally established.It is marking a new chapter in the reform of the postal system.The Postal bank was formally independent from the Chinese Postal,and the business model of postal finance officially entered the development stage of "self-management + agency".The physical outlets of postal savings are divided into two types: one is the self-operated outlets under the responsibility of the Postal Reserve Bank,which are mainly distributed in urban and county city outlets and engage in full-bank business;One is that the Postal enterprises are responsible for the operation and partial management of the Postal storage bank.They are engaged in basic financial services such as savings,exchange,insurance,and financial management.They are mainly distributed in rural areas and support Postal enterprises in fulfilling their obligations for universal services.With the reform of postal enterprises in 2017,Postal enterprises are currently divided into three major sectors,of which nearly 80 % of revenue comes from the agency financial sector.However,with the promotion of interest rate marketization and the rapid advancement of Internet finance,the yield of deposit and loan spreads in the banking industry has gradually decreased.In the future,the profit growth point of the banks will gradually change to retail financial business,while the unlent agency financial business will only develop in a rapidly changing market environment,driven by the cost subsidy of floating deposit interest rates and deposit bonus gifts.Not only will spreads shrink sharply,but margins will also shrink.It is of great significance to study and explore a set of service marketing management models suitable for postal agency finance from the perspective of service marketing management.This article takes zk city post agency finance as the research object,adopts the method of combination of quantitative research and qualitative research,theory and practice,mainly through investigation questionnaire,literature research,employee interview and so on.Using the service marketing management triangular model,service profit chain model,internal service quality and customer satisfaction theory,the service marketing management level of ZK's postal agency financial business is analyzed from three aspects: external marketing,internal marketing,and interactive marketing.This paper expounds in detail the problems existing in the marketing strategy,internal incentive,service quality,etc.of the agency financial business,and tries to solve the problems of service marketing management by analyzing the triangular model of service marketing management one by one.According to the theory of the service profit chain,this paper draws the following conclusions.First,to improve the quality of internal service.To improve the productivity of employees by designing strategic maps,paying attention to the needs of employees,and carrying out online training.The second is to enhance the customer's perceived value and improve customer satisfaction by strengthening online publicity,designing service blueprints,and establishing smart marketing models.Third,we will strengthen customer relationship management,improve market share "quality" by classifying customers,optimizing high-end customer experience,and establishing customer loss analysis models.In order to further improve the level of service marketing management and realize the benefits to management.