Research On The Marketing Strategy Optimization Of L City Post Company Agency Financial Business Based On 4C Marketing Theory

China Post Group Corporation limited is a wholly state-owned company established in accordance with the Company Law of the People’s Republic of China.The financial business of post is different from other commercial banks,which has its particularity and operates in the mode of "self-support + agent".Among them,the "agency outlets" managed by postal companies at all levels cannot handle comprehensive commercial banking business,but can only carry out relevant business entrusted by postal savings banks,and cannot expand their business scope at will.Financial agency business is the "eating business" of the postal company,is the source of funds for the return of universal service and delivery business,and is the source of cultivating competitiveness.At present,the income from agency financial services accounts for the highest proportion of the total income of postal services,and it is the most important for the development of postal companies.In 2021,the revenue of L City Post Company is 1.428 billion yuan,of which948 million yuan is the revenue of agency financial services,accounting for 66.39% of the total revenue.With the development of social economy,customers not only have more and more diversified demands on financial products,but also have higher and higher requirements on the quality of financial services.If postal companies want to adapt to the changing financial market environment and maintain a healthy and sustainable development,they must change the marketing strategy of agency financial business from the traditional product-centered to customer-oriented.Based on the above on the importance of the postal financial business agent,the understanding of the necessity of marketing strategy optimization,this paper takes the L City Post Company as the research object,by its agent financial business development status,the current marketing strategy as the research content,the system collecting agent at home and abroad financial business marketing strategy,on the basis of relevant literature,This paper analyzes the problems and causes of the existing customer demand strategy,cost strategy,convenience strategy and communication strategy of the financial agency business of L City Post Company,and then puts forward the optimization countermeasures and safeguard measures of the marketing strategy of the financial agency business of L City Post Company by using 4C marketing theory and differential marketing theory.This paper innovative research,puts forward the L City Post Company customer strategy,cost strategy,customer convenience,customer communication problems,from meet customer demand,reduce the consumption cost,improve the convenience and strengthen communication four aspects proposed the L City Post Company agency financial business marketing strategy optimization measures 14.And from the three aspects of joint promotion,risk prevention and control,performance appraisal research and put forward 10 safeguard measures of marketing strategy optimization implementation.The research of this paper has certain reference value and practical significance for the L City Post Company to improve the marketing strategy of agency financial business and promote the enterprise to achieve high-quality development.