| In recent years,the reform of financial system has made great achievements,modern financial supervision system has been established gradually,the development of banking industry has achieved remarkable success and state-owned commercial banks have been listed and a better corporate governance structure has been established.As a result,the reform of joint-stock banks and city commercial banks have been steadily promoted,the number of privately-owned banks and Internet finance institutions increases sharply and foreign banks flood into the mainland market.Under the fierce competition,commercial banks have to face unprecedented pressure.In the past few years,with the economic development of Yantai,the financial market became increasingly active.There are more and more Yantai Bank and Rural Commercial Bank of Yantai and Bank of Weifang,Bank of Qingdao and Bank of Tianjin begin to set up branches in Yantai.As a consequence,the competition of bank field in Yantai becomes more intensive.The author,working in Postal Savings Bank of China Yantai Branch,is familiar with the operation and marketing of this bank,and thus,this paper chooses the marketing strategies of Postal Savings Bank of China Yantai Branch as the research target.Firstly,this paper introduces the background,purpose and significance and the main content of this paper.The second presents the theoretical analysis,including the concepts of marketing,SWOT analysis method and 4C theory.Then follows the third part of Postal Savings Bank of China,operation and problems during marketing process.Then the paper analyzes the external environment of Postal Savings Bank of China,such as political environment,economic environment,social environment and technical environment.SWOT analysis is carried out to analyze advantages,disadvantages,opportunities and threats of Postal Savings Bank of China.After that,a whole set of marketing strategy based on 4C theory,such as product,price,place and promotion is put forward.At last,the paper introduces the supporting measures for marketing strategies,such as technology,human resources,corporate culture and so on.The author hopes to explore comprehensive and in-depth understanding of the the marketing problems that Postal Savings Bank of China Yantai Branch has met,by employing the marketing 4C theory,and then puts forward a complete set of marketing strategies and the corresponding security measures based on the marketing development trend in Yantai for Postal Savings Bank,optimizing the existing marketing strategies and guiding the development of future marketing strategies in Postal Savings Bank of China Yantai Branch. |
