Research On The Marketing Strategy Of Financial Products In Putian Post Saving Bank Of China

Finance is the core of economy and bank is the core of finance.With the rapid development of Internet banking and the continuous advancement of the interest rate market in recent years,the competition among domestic commercial banks is becoming increasingly intensive.In the current fierce competitive environment,the ability to develop a set of effective marketing strategy for Putian Postal Savings Bank becomes one of the important means to seize the market share.Based on the analysis of relevant marketing theory and by taking 6P marketing theory as the main line,the paper respectively describes the development of Putian Postal Savings Bank,the marketing of its financial products and the existing problems,discusses the choice of marketing strategy of the bank,and puts forward corresponding countermeasures and suggestions to promote the development of Putian Postal Savings Bank.Firstly,the paper introduces the background and significance of the research,the main research contents and methods.The paper summarizes the relevant research,the classical marketing theories,6P marketing theory,and the development of marketing theory in china.Secondly,the economic and financial developments of Putian City in recent years are introduced.By taking 6P(product,price,place,promotion,public relations,and political power)as the main line and from the perspectives of the marketing of debt products,asset products and intermediate business products,the paper focuses on the analysis of the general status of financial product marketing in Putian Postal Savings BankThirdly,by using the questionnaire survey and based on 6P theory,the paper summarizes the marketing situation and problems of the financial products of Putian Postal Savings Bank.The weaknesses include lack of product innovation and no clear strategic planning,inadequate pricing mechanism and simple pricing strategy,narrow promotion channels and low in new distribution use,weak in marketing orientation and marketing efforts,inadequate economic system and marketing capability,and lack of customer maintenance and public relation marketing.Fourthly,the paper puts forward the suggestions.It is important to increase product innovation and implement product lifecycle management,to follow the dynamic pricing strategy and take differential pricing,to integrate resources and broaden the channels of distribution,to carry out cross selling and enhance sales promotion,to implement sophisticated management,and strengthen the promotion of public relations,and to assist local economic development to achieve mutual benefits and win-win situation.