Huannan Postal Service Personal Finance Business Service Marketing Strategy Research

With the national income steadily improved and the national social securitysystem changing, people are now facing many problems and choices, such as housing,medical care, education, pensions and so on.If we only depend upon the wageincome,it has been difficult to satisfy the living needs; and it has also been difficultfor the traditional savings business to meet the customer’s financial needs. Therefore,domestic commercial Banks’ personal finance business arises at this historic moment.Also this business has become a key point for the commercial banks to decide whetherthey can run up in the market competition and whether they can win thecustomers;Besides,it becomes an important indicator to measure the level of thebusiness bank core competitiveness.Service marketing,as a new marketing mode evolved from marketing, now hasrelatively mature application in foreign banking, but in domestic banking,it is just inthe practice and exploration stage.Though Postal Finace was resumed in1986, itbegan a little late and it has invovled in the personal finance business for only a fewshort years.Therefore, service marketing is a completely new marketing mode forPostal Finance. By discussing the postal financial personal finance businessdevelopment,this paper aims to introduce Service Marketing idea.This is a new ideafor enhancing the competitiveness of postal finacial market.This paper is based on7PS theory.In this paper,we analyzed not only Hunanpostal financial internal and external environment, but also the current situation of thepersonal financial business;In addition,this paper used service gap model to find thegap in the business development, and pointed out the importance of service marketingfor the personal financial business.Also in this paper,through the analysis of Hunanpostal financial market position and the target customers, we have formulated somepersonal financial business service marketing strategies and emphaszed that potalfinance channels should play their important roles;Besides,through functionalconstituencies reaonablely layout and creating marketing atmosphere, we reshaped thephysical dots display image; through the forming of professional service marketingteam in accordance with established service marketing process to achieve the standardservice, we try to provide excellent service to the customers so as to sucessfullytransform service into sales. Finally this paper proposed implementation steps and implementation measuresfor Hunan postal financial personal finance business to fulfill service marketingstrategy,it also evaluated its implementation effects.This paper made somesuggestions and reference for the rapid development of Hunan postal financialpersonal finance business.