Research On The Marketing Strategy Of Personal Loan Business In YZS Branch Of Postal Savings Bank

In the field of local economy,the process of marketization is accelerating,and all walks of life are facing a new competitive situation.The international economic trend and domestic policies and guidelines will have a significant impact on the operation situation of the industry.The same is true of banking.Nowadays,the disposable income of the masses is increasing,the capacity of the credit market is expanding,banks are gradually focusing on the field of personal credit,and the competition situation in the relevant sectors continues to upgrade.Banks must always pay attention to the market trend,and strive to optimize the personal loan marketing program,so as to obtain more profits.Starting with the literature research method,the case analysis method and the actual investigation method,this paper analyzes the existing problems and marketing environment of the personal loan business of YZS sub-branch of Postal Savings Bank,and puts forward the marketing strategies and safeguard measures.The whole paper mainly includes the following seven parts: the first chapter is the introduction,which mainly explains the background and significance of the research.Through the analysis of the relevant domestic and foreign literature,the research contents and research methods of this paper are clearly pointed out.The second chapter is the elaboration of the relevant concepts and theories of personal loan business.Based on the brief introduction of the concept,types and new retail related concepts of personal loan business,this paper focuses on the marketing theories of Porter five force model,service marketing theory,STP analysis framework and “4P”marketing strategy,which provides a solid theoretical basis for the research.The third chapter mainly analyzes the status and problems of personal loan of YZS branch of Postal Savings Bank.This paper introduces the development of YZS sub branch of Postal Savings Bank and the current marketing situation of the bank.And combined with the questionnaire survey,the paper analyzes the problems in this paper,so as to provide direction for bank optimization.The fourth chapter is mainly about the analysis of the marketing environment of personal loan business of YZS branch of Postal Savings Bank.The paper analyzes the macro environment in detail,analyzes the industry environment of YZS branch of Postal Savings Bank,and provides the basis for marketing strategy analysis.The fifth chapter is the analysis of the marketing strategy of personal loan business of YZS branch of Postal Savings Bank.From the market segmentation,target market,product positioning and product positioning evaluation,the paper analyzes the personal loan business of YZS sub branch of Postal Savings Bank.Further,through the analysis of the six strategies of personal loan product strategy,brand strategy,channel strategy,promotion strategy,price strategy and relationship marketing strategy of YZS sub branch of Postal Savings Bank,the marketing strategy of personal loan business of YZS branch of Postal Savings Bank is expounded.Chapter six: safeguard measures.In view of the existing problems of personal loan business and the marketing strategy formulated by YZS branch of postal savings bank,the corresponding safeguard measures are proposed,which are organization guarantee,system guarantee,fund guarantee and talent guarantee.Through the research on the personal loan marketing strategy of YZS branch of Postal Savings Bank of China,it can help YZS branch of Postal Savings Bank to adjust the asset structure as soon as possible,alleviate the problem of excessively high loan concentration caused by the long-term accumulation of traditional corporate business,reduce the rate of non-performing loans,and increase intermediary business Income and comprehensive benefits will enhance the market competitiveness of the YZS branch of Postal Savings Bank.In addition,this article can also provide some reference and reference for the development of personal loan business of other commercial banks.