The Research On The Marketing Strategy Of Financial Products In Postal Savings Bank Of China Jinan Branch Network

With the policy of reform and opening-up,China's economy has maintained a rapid development and the disposable income continued to raise.This accumulation of wealth leads to an increasing interests in managing money instead of bank savings and an increasing demand for different kinds of financial products excluding bank saving.Also,it brings new opportunities for the domestic development in bank's personal financial business.As one of the state-owned commercial banks in China,Postal Savings Bank of China(PSBC)has been committed to the appreciation of customers' wealth by "building special and outstanding first-class modern retail commercial banks".Particularly,as the most extensive coverage in Jinan City and the most banking outlets of large state-owned commercial banks,PSBC Jinan Branch has won recognition and praise with high-quality financial services and achieved satisfying results in the personal financial business.Nowadays,banks are exposed to an unprecedented impact because of the strong progress in the Internet financial companies and products,which can also affect the bank's personal wealth business.China Post Bank Jinan branch cannot be excluded.The traditional banks have no choice but increase the application of the Internet products and make continuous reform and innovation in the financial fields to keep up with the development of society.Therefore,we need to explore how to calmly deal with the competition by relying on marketing theory combining with local advantages,in order to provide reference and inspiration for the future development of personal financial business in PSBC Jinan Branch.Based on the investigation on the basic situation of Jinan Branch in China Postal Savings Bank and combination to the personal customer service brand system and personal financial management product system,the paper introduces the overall situation of personal finance business marketing of PSBC Jinan Branch and summarizes some problems during business developments:the shortage of client manager and the ability of marketing advertising,the imperfection of service marketing system and the undermaintained of valuable customer and so on.In view of the above problems,we make a comprehensive analysis on the marketing environment of the personal finance business in PSBC Jinan Branch:we adopt the PEST method in the external environment to analyze effects from the policy,economy,society and technology on the personal finance business of PSBC Jinan Branch;besides we analyze internal environment including enterprise's internal environment,customer needs and competitors and we also analyze the current industry in use of integrated Porter weakness model;finally,we analyze the practical development of personal financial management business in PSBC Jinan Branch and come up with STP strategy and marketing mix strategy,also we take relevant safeguard measures of the combination strategy in order to provide some help to the development of personal financial management business in China Postal Savings Bank Jinan branch.