Personal Financial Marketing Strategy Research Of A Province Postal Enterprise

Through the analysis of development situation, existing problems and competition environment of personal financial business in postal enterprise of A province,we find th at for postal enterprise of A province,76% of financial outlets distribute in rural areas,int erest income accounts for as much as 72.6% of the total financial income,the contributio n rate of the net balance in rural branches is as high as 81.6% in 2015. We think that co mpetition ability of postal personal financial business in rural market is obviously superi or to the city market.The main force of the net balance in postal enterprise of A provinc e is in the counties or in rural areas under the county.So the article selects rural market t o study.Using of PEST analysis, five-strength competition model analysis and SWOT anal ysis methods,we analyze macro environment, competitive advantages and disadvantages , upstream and downstream enterprises and main competitor’s competition ability in rural market of postal personal financial business of A province. By studying the releva nt competitive strategy and marketing theory,we put forward "Take root place, service v illages" rural market positioning,advocating data driven strategy,differentiation competit ive strategy and the service competition strategy. At the same time,from three aspects of the accuracy of the data driven marketing strategy, the differentiated marketing strategy based on 4P and the service marketing strategy,we put forward the concrete rural market ing strategy,and from the aspects of personnal, funds, equipment,policy and so on, mar keting strategy be born of safeguard measures are put forward.