Research On The Marketing Strategy Of Liaoning Post Company’s Agent Financial Business

Since the establishment of Postal Savings Bank of China,postal agency financial business has emerged.At present,the agency financial business of Liaoning Post company is facing the situation of domestic and foreign difficulties.From the perspective of internal environment,Liaoning Post company has to face up to the problems of lack of long-term planning in its product strategy,lack of flexibility in pricing strategy,lack of overall planning in promotion strategy,lack of integration in channel strategy,unreasonable personnel strategy,backward tangible display strategy and inadequate process management.From the perspective of the external macro environment,Liaoning Post company is facing the macro policy environment of interest rate marketization entering the deep water area,insurance returning to its source,new financial regulations,etc.,the economic environment with uncertain regional economic development trend,the social environment with high degree of urbanization,aging population and negative natural growth rate of population,technology environment with the rapid development of Internet finance supported by information technology.From the perspective of external competition environment,Liaoning Post company is facing the fierce competition in banking industry in Liaoning Province,limited bargaining space with suppliers,competing entry of private banks and foreign banks,banking financial institutions seeking cooperation with Internet enterprises,and increasing demand of personal customers for professional management and finance.But at the same time,it has business cooperation,stable market position in rural areas,rich resources of customers and outlets,and deeply rooted brand resources.How to give full play to the advantages,further improve the marketing strategy and break through the development dilemma is urgent for Liaoning Post company,which is also the significance of this paper.On the basis of the above analysis,based on the 7p marketing strategy combination theory,this paper puts forward the marketing strategies in seven aspects:product,pricing,promotion,channel,personnel,tangible display and process management,and gives the marketing strategies in five aspects:transforming the operation concept with deposit as the core,strengthening the information construction,establishing the cooperative working mechanism,enhancing the capacity construction of outlets,and strengthening the risk management and control.It is hoped that this paper will play a positive role in the development of provincial postal agency financial business.