Research On Marketing Strategy Of Agency Financial Business Of Y Provincial Post Company

In recent times,the external environment of the financial industry has focused on the market interest rate,the boom of Internet finance and private banks has posed a great threat to traditional financial institutions,and the rate of increase of postal agency financial business income in Y province has gradually slowed down.The agency financial business of postal service in Y province mainly includes savings balance,insurance,financial management,fund,etc.it plays the role of intermediary in the financial market and sells financial products for other financial institutions to obtain income.Customers are the basis for the development of postal agency financial business,and the acquisition of customers is inseparable from the implementation of effective schemes.How to deal with the increasingly severe market changes of competition,reasonably allocate enterprise resources and realize the effectiveness of marketing is a problem that must be considered in the development of postal agency financial business in Y province.To address these issues,this essay use a combination of quantitative and qualitative methods,and document research,selects the postal agency financial business of Y Province as the study object,a questionnaire survey was conducted on the customer satisfaction of postal agency financial business of Y Province,and carries out an investigation on the internal employees in the form of interview.It is found that the main problems of postal agency financial business in Y province are: the product structure is single.Unable to meet the individual needs of customers;There is no advantage in price / revenue;The efficiency of offline physical channels is low,the production capacity is reduced,the scale of online channels is small,and the penetration rate of mobile payment is insufficient;The marketing form is single and the pertinence is not strong;The quality of personnel is not high,and there is a huge shortage of professional talent;The product publicity is not in place,the sales process of financial products is not standardized,and the commitment cannot be effectively cashed;The brand image is young,the recognition of customer groups is not high,the image score of township outlets is low,and the bifurcation of employee image satisfaction.Aiming at the existing problems of postal agency financial business in Y Province,this paper puts forward the marketing design project for the issues severally according to the 7Ps marketing theory,and come up with the safeguard measures to carry out of marketing project from five aspects: organization and financial support,providing human resource support,optimizing the whole process of the marketing scheme,perfecting the standardization construction and strengthening the publicity of enterprise brand image.The results of this study can promotes to improve the marketing effect of postal agency financial business in Y Province,and provides some reference for the marketing of financial industry.