Research On Marketing Strategy Of Electronic Banking Business Of YL Branch Of Postal Savings Bank

In accordance with the State Council's overall requirements for deepening the institutional innovation and reform of state-owned banks and fully preventing financial risks,China Postal Savings Bank was formally established on the basis of the original postal savings in 2007(hereinafter referred to as “Post Bank”).The Postal Savings Bank is a large-scale retail commercial bank with the same name as China,agriculture,industry,construction,and transportation.It is positioned to serve the community,serve small and medium-sized enterprises,and serve the “three rural”.It is committed to providing the most dynamic customer base for China's economic transformation.service.At the same time,relying on its abundant capital,the Postal Savings Bank has continuously practiced large-scale customers in service and has repeatedly assisted in the construction of major projects of national economy and people's livelihood at or above the provincial level,making important contributions to China's economic development.The Postal Savings Bank has the largest number of financial service entities in the country,with more than 500 million audiences,and at the same time has the asset quality and huge growth potential ahead of the industry.At present,the Postal Savings Bank has built a comprehensive electronic banking system including online banking,mobile banking,self-service banking,telephone banking,We-Chat banking,etc.,forming an electronic channel and physical network interconnection,offline physical banking and online virtual Banks go hand in hand with the financial services landscape.Under the background of China's economic transformation and upgrading,the deepening of financial reform,and the vigorous development of information technology,the Postal Savings Bank will seize new strategic opportunities,give full play to its advantages,continuously enrich its business varieties,broaden its service channels,and enhance its service capabilities.Customers provide more comprehensive and convenient financial services,and are committed to becoming the most trusted and valuable first-class large-scale retail commercial banks.The contact points covered by "electronic banking" in the banking system are: online banking,telephone banking,mobile banking,SMS banking,smart terminals,online shopping malls/online payment,etc.;with the rapid development of mobile Internet,mobile terminals have unique personalities.The characteristics make it a medium that closely integrates the banking service function with the customer life circle after ATM,Internet and POS.As an effective combination of electronic money and mobile communication,mobile banking not only enables people to handle multiple financial services at any time and any place,but also greatly enriches the connotation of banking services,enabling banks to be convenient and efficient.A more secure way to provide customers with traditional and innovative services.The electronic banking business of YL Branch is currently in the initial stage of development,facing various difficulties,its product structure is not optimized enough,its product functions are not perfect,and it faces the challenges of third-party payment and Internet banking.However,despite the fact that the YL branch is a state-owned bank,its credibility is much higher than that of non-banking third-party payment platforms and virtual Internet organizations.The industry-wide e-banking business is developing rapidly.YL Branch e-banking makes full use of opportunities,integrates resources,improves product structure,meets the needs of potential customers,and carries out product upgrades and functional innovations.This paper mainly studies the electronic banking business of the YL branch of the Postal Savings Bank,especially the marketing strategy of mobile banking under the new normal.Through the use of PEST theory,the internal and external environment of the e-banking marketing of the Postal Savings Bank was analyzed.The SWOT method was used to analyze the advantages,disadvantages,opportunities and threats of the YL branch e-banking of the Postal Savings Bank.In this paper,the paper further points out the current situation and existing problems of YL branch e-banking marketing strategy;and through the analysis of target customer characteristics,consumer behavior,market segmentation and market positioning,the marketing strategy of YL branch e-banking business of Postal Savings Bank It was formulated and proposed safeguard measures for the implementation of the strategy.