Research On Marketing Stratetegies For Elderly Customers In Branch A Of Postal Reserve Bank

With the gradual intensification of social aging and the improvement of the consumption level,consumption concept,and consumption ability of the elderly,elderly customers have increasingly high requirements for banking services and products.As a large state-owned commercial bank,Postal Savings Bank has collected and paid over710 billion yuan for social pension insurance funds,providing a multi-level and multi-pillar social pension insurance system for more than 70 million individual customers.Due to the large number and scale of its outlets and channels,the implementation of unified management is relatively low,the quality of staff is uneven,and there is no unified standard for the service level of elderly customers.In terms of products,safety and soundness are the main factors,lacking the spirit of financial innovation.However,a large number of commercial banks are gradually transitioning to retail business,focusing on special customer groups,leading to the urgent need for Postal Savings Bank A Branch to seek characteristic breakthroughs in retail business.Based on the above situation,this article uses literature research,comparative analysis,and questionnaire survey methods to summarize and analyze the current situation,characteristics,and existing problems of the elderly customer group of Postal Savings Bank A Branch.Firstly,define the phenomenon of population aging and determine the category of elderly population.Then,briefly elaborate on 4Ps and STP marketing theories,and analyze and discuss the marketing methods of elderly objects as research objects;Secondly,analyze the real needs of elderly customer groups from aspects such as products,pricing,services,and channels,and propose optimization in combination with the products and activities of Postal Savings Bank A Branch,such as active marketing,creating sales opportunities,and providing high-quality products and services.When carrying out marketing activities in Postal Savings Bank Sub branch,it is necessary to fully consider the actual situation of elderly customers,provide targeted financial services,analyze and study the needs of elderly customer groups,and develop corresponding marketing strategies to obtain more economic benefits.Finally,it is concluded that Postal Savings Bank Sub branch A should,based on the survey results,propose to create elderly financial services and product portfolio packages Improve marketing optimization strategies such as the added value of pension financial product portfolio.Through the relevant research in this article,it is hoped that it can provide a certain direction for the business development of Postal Savings Bank A Branch aimed at the elderly population,and also provide reference for other branches within the A Branch system to explore the retail market for elderly customers.