Research On Marketing Strategy Of Individual Savings Business Of Xinyi Post Company

In the backdrop of the marketization of interest rate,financial market competition intensified,and with the vigorous development of the Internet financial,the development of new technology has changed the customer's needs and preferences,the development of traditional banking is struggling,it is because of the competition,some problems in the xinyi postal personal savings business,and personal savings business income accounted for about half of its income,is the eating of postal enterprise business,so it is urgent to solve the problem.Based on the actual situation of personal savings business in Xinyi Post Company,this paper studies how to do a good job in the transformation and development of personal savings business.Through PEST analysis model,this paper analyzes the policy and legal environment,economic environment,social and population environment,and technical environment.Porter's five Forces competition analysis model is used to analyze the bargaining power of suppliers,threats of potential entrants,threats of substitutes and bargaining power of buyers.It concludes the advantages,disadvantages,opportunities and threats of Xinyi Post personal savings business,and analyzes the business strategy of Xinyi Post personal savings business through SWOT theory.Through questionnaire survey,this paper further determines the motivation factors for customers to choose Banks,and compares the advantages and disadvantages of each competitor with radar chart.Then according to the regional and capital characteristics of the cross-market segmentation,the division of 15 sub-markets,on the basis of this customer selection and personal savings business positioning;Finally,combined with the 4P theory,the marketing strategy of product,price,channel and promotion is proposed,and the implementation is guaranteed through personnel allocation,customer management,performance appraisal and corporate culture.The main conclusions of this paper are as follows: 1.Xinyi Post Company needs to adopt differentiated competitive strategy and different marketing strategies for customer groups;2.The core competitiveness of Xinyi Post is synergy,which needs to coordinate resources of other businesses to enhance added value for customers and facilitate the development of personal savings business.3.Xinyi Post Company needs to speed up the construction of channels and promote online business and self-service machines to improve the convenience of personal postal savings business.4.Xinyi Post Company needs to focus on carrying out organized and branded promotional activities to accelerate the promotion of personal savings business.