Research On Marketing Strategy Of Wealth Management Service In Postal Savings Bank Of China HH Branch

With the increasingly fierce competition in commercial banks,whoever has more quality customers will be able to own more quality assets and be invincible in the fierce competition among banks.The wealth management business in banking business is different from the traditional marketing difficulty and professionalism of debt and asset business.At the same time,wealth management business will become a new revenue growth point for banks in the process of interest rate liberalization.Therefore,the marketing research of the wealth management business has become an important component of the bank's effectiveness.The value creation of marketing activities lies in the creation of value-added services for high-quality customers.20%of high-quality and important customers are the 80%of the bank's interests.How to win high-quality customers through the promotion of service marketing has become a worthy research topic for commercial banks.Faced with numerous competitions among state-owned banks,local commercial banks,and Internet finance,since the establishment of Postal Savings Bank of China for 10 years,it has become an indispensable and important financial force for China's economic stage and also faces unprecedented opportunities and challenges for development.Faced with the profound changes in the economic and financial situation,the development of the retail business of Postal Savings Bank of China is facing multiple difficulties and challenges.How to continue to adhere to the strategic positioning of large-scale retail commercial banks,with the goal of building first-class large-scale retail commercial banks.For the Postal Savings Bank of China,the wealth management business is an important means to optimize the allocation of retail resources,promote the overall coordinated development of the business,and strive to achieve transformation and upgrading of the retail business.How Postal Savings Bank of China use their advantages in wide urban and rural coverage and good brand reputation,innovative development of wealth management business under the concept of inclusive finance,and improvement of business service marketing strategies and marketing management capabilities are important for the Postal Savings Bank of China.In recent years,the social influence of financial products of commercial banks has been increasingly strengthened,and it has become one of the important components of investor asset allocation.At the same time,the types of banking products are increasing,the product structure is becoming more and more complex,the wealth management needs of urban and rural residents are constantly escalating,and the wealth management business is becoming a new business growth as a commercial bank out-of-balance-sheet business under conditions of weak savings in traditional savings and credit businesses point.In the past commercial bank management process,the bank sales staff paid more attention to product-centric.However,on the basis of the competition of traditional commercial banks,the non-bank organizations such as internet finance competed for the retail market twice in an increasingly fierce day-to-day layout.The concept of service marketing is particularly important.This article focuses on the analysis of the marketing environment faced by the wealth management business of Postal Savings Bank of China HH branch based on the 7P service marketing theory and the macro and micro perspectives.It also uses the SWOT analysis method to develop the internal resource capabilities of the HH Branch Wealth Management Business of Postal Savings Bank of China and its external resources.Opportunity threats are analyzed in detail and then adjusted according to current bank target market segmentation and market positioning strategy,from product,price,channel,promotion,personnel,tangible display,process 7P service marketing strategy content to Postal Savings Bank of China HH Branch Wealth management business proposes improvement.At the end of this thesis,from the five aspects of brand building,professional team building,data analysis,risk control and marketing concept,the paper put forward safeguard measures for improving the implementation of the marketing strategy of wealth management business services of the Postal Savings Bank of China HH Branch.