Research On The Marketing Strategy Improvement Of Financial Service Of Postal Savings Bank Of Jilin Province

At present,the external operating environment faced by commercial banks is constantly changing and competition is intensifying.For banks,the more quality customers are obtained,the more important they are in the fierce competition.In 2018,the beginning of the transformation and development of the bank wealth management business,the pressure on the net value transformation of bank wealth management products increased sharply,and the demand for bank wealth management products by urban and rural residents continued to escalate,with challenges and opportunities coexisting.Bank wealth management business is “bank in the bank”.It needs to balance the operation and management of assets and liabilities.It has higher professionalism,and it also increases the difficulty of marketing.As interest rates gradually develop towards marketization,the wealth management business is bound to Developed as a major business for banks to increase revenue.Therefore,in-depth discussion on the service marketing of bank wealth management business is the core component of the current bank's improvement of its own income level.Whether marketing activities can create value is largely determined by their quality customers.Practice has proved that although the proportion of bank-quality customers is only 20%,the resulting revenue is as high as 80%,how to use their own service marketing.Attracting quality customers is a difficult problem for commercial banks at this stage.Nowadays,local commercial banks,state-owned banks and online finance have achieved rapid development,resulting in increasing competition in the banking industry.So far,the Postal Savings Bank has been officially listed for 10 years and has gradually developed into a pivotal financial sector in the domestic economy.Power,this is not only an unprecedented opportunity,but also a major challenge.The century-old corporate image of postal savings bank is deeply rooted in the hearts of the people,but the brand building of the bank is still not as good as that of other commercial Banks."Serving agriculture,rural areas and micro businesses" has accumulated profound retail customer resources,but the internal resources integration is insufficient;Postal savings Banks' financial services have developed rapidly with a good market share and a good reputation.However,changes in the environment,such as financial disintermediation and interest rate liberalization,have put forward higher requirements for Banks' intermediate business income,putting great pressure on the development of financial services.With the advent of the economic winter,the regulatory environment has changed and the market competition is becoming increasingly fierce.The financial services of postal savings Banks are in a critical period of development,and it is urgent to transform and upgrade their competitiveness.In view of the above problems,this paper analyzes the marketing strategy of the financial services of the Postal bank in Jilin province,analyzes the internal and external environment of the Postal bank in Jilin province,and finds out the opportunities and challenges brought about by the changes in the internal and external situation of Jilin Postal bank.Through SWOT analysis method to find out the advantages,disadvantages,opportunities and challenges of the Postal bank and combined analysis,the bank's financial development strategy is proposed;Through the target market analysis and target market positioning,the composition and characteristics of the main customer group of the Postal Bank are analyzed,and the target market is locked with the advantages of the Postal Bank of Jilin Province to further find the direction for the development of the financial management business of the Postal bank.Using the 7Ps service marketing theory,the status quo is analyzed from seven aspects: product,price,channel,promotion,personnel,service process,and tangible display.Find out the key problems in the service marketing strategy of financial services and make feasible suggestions for improving the service marketing strategy according to the internal resource characteristics and target market positioning of Jilin provincial post Reserve Bank.We hope this article will be beneficial to the development of the financial management business of Jilin provincial Postal bank,help the bank to upgrade the level of service marketing,and return to the customer-centered development concept.