Research On Formulating Plan For Experience Marketing In Retail Banking Business In CC Branch Of PSBC

With the rapid development of joint-stock commercial banks and local banks,the deepening of Internet finance,the promotion of interest rate marketization,the strengthening of supervision,the withdrawal of institutional business authority,the deepening of attention and investment in retail business marketing by banks,the acceleration of financial innovation,the serious homogenization of retail business products and the intensification of competition in banks Intense.Jilin Province is a big province of agriculture and heavy industry in China.As the capital of Jilin Province,Changchun has naturally become a necessary place for banks to settle in Jilin Province.Postal Savings Bank is currently the fifth largest state-owned commercial bank in China.It has more than 40,000 business outlets(including agent outlets)and more than 566 million customers.With its strong network advantages and customer groups,it is also facing many problems,such as outdated outlets,single marketing model,poor customer experience and low efficiency of single outlet Problem.In 2010,the Postal Savings Bank carried out a comprehensive transformation of 1200self-operated outlets throughout the country,introducing cross-marketing as a strategic layout project for the first time.At present,the national strategic transformation of the Postal Savings Bank has entered the fourth stage.After nearly eight years of transformation,CC Branch still faces such problems as difficulty in integrated marketing,difficulty in unification of service standards of "post and bank" mixed operation,outdated brand effect,lack of marketing management system,slow updating of product line,acceleration of customer churn and low proportion of intermediate business income.Simply waiting for the transmission of the head office's strategic transformation measures has obviously failed to keep pace with the progress of the market.If CC Branch wants to stand out in the fierce market competition in CC market,it is necessary for CC Branch to formulate a set of marketing strategies in line with its own strategic development plan.Based on the current situation of CC Branch of Postal Savings Bank,after fully studying the market demand and competition of CC Branch's retail business,through the optimization and positioning of CC target market of CC Branch's retail business,this paper formulates the experience marketing strategy suitable for CC Branch ofPostal Savings Bank from four aspects: demand experience,cost experience,convenience experience and communication experience.It also puts forward the safeguard measures for realizing these experiential marketing strategies for the retail business of CC Branch of Postal Savings Bank,including the promotion of the marketing concept of the branch,the improvement of the marketing organization,the training of marketing personnel,the incentive of marketing partners and the matching of marketing expenses.It ensures the landing of the experiential marketing strategy for the retail business of CC Branch of Postal Savings Bank,and lays a good foundation for the future development of CC Branch of Good foundation.