Study On Marketing Strategy Of The Postal Savings Bank T City Branch

Since the reform and opening to the outside world, The banking industry of our country ushered in the golden development period of more than 30 years.Financial products has innovated constantly, The Joint-stock Banks and regional Banks are abrupt rising,The scale of the banking industry expands unceasingly.After entering the 21 st century, As the interest rate marketization evolve,Process of our financial system reform continued to deepen, The environment of commercial Banks development has great changes:The new situation such as LDR cancellation and Continuous spread to narrow has appeared constantly;Private Banks and Internet financial have sprung up, take a huge impact to the development of traditional banking;Domestic commercial Banks unprecedented fierce competition for markets and customers,At the same time,with the elimination of barriers for foreign Banks to enter the Chinese market,Foreign Banks with its scientific marketing management, rich financial instruments, strong innovation ability also caused a huge threat to domestic banks.The cruel competition for commercial Banks are facing unprecedented pressure to survive, traditional commercial bank market structure is changing.In recent years, T city obtained the rapid economic development, financial markets are more active.The author has been in T city branch for a long time, T city branch of the Postal Saving Bank business situation is relatively understanding, choose the T city branch marketing strategy as the research subject, to find a T branch on the problems existing in the marketing, and puts forward a set of improved scheme, has certain guiding significance to the business development in the future, at the same time for the Postal Saving Bank Of China in other cities and other commercial banks have a certain reference significance.In this thesis the research content can be divided into five parts, specific logical train of thought is as follows: the first part is the introduction, detailed elaborated in this paper to explore the significance, background, etc., in addition also summarized the exploration achievements of relevant scholars at home and abroad, introduces the research contents and methods of them. The second part is the management present situation and existing problems of analysis, including T city economy and the development situation, the postal savings bank of China banking industry introduction, T city branch of the bank management present situation and existing problems; The third part adopts the method of SWOT analysis, analysis of T city branch of the internal advantage and disadvantage, external opportunities and threats of the content such as; The fourth part based on the marketing 4 ps theory, combining with promotion, channel, price and product strategy, puts forward a set of suitable for T city branch marketing strategy; The fifth part from the information security, human resource management, incentive mechanism, enterprise culture, risk management, and other five dimensions corresponding guarantee measures are put forward in order to ensure the specific marketing strategies to effective implementation.By studying take the following conclusions: there are many problems of Postal Saving Bank Of China T city branch in the marketing concept, marketing organization, marketing. combined with the existing problems, and based on the marketing 4 ps theory, from product, price, channel, promotion four aspects put forward a complete set of marketing strategies. To ensure the effective implementation strategy, also should take the corresponding security measures, including: establishing and perfecting the information security system, establish and perfect the system of human resource management, effective incentive measures, makes the post office bank enterprise culture, strengthen the risk management.