Research On The Improvement Of Corporate Financial Business Marketing Strategy Of Postal Savings Bank Q Branch

Corporate finance is one of the main businesses of commercial banks,which has a significant impact on bank operations.With the continuous innovation and development of corporate financial business,there are more and more alternative financial products,and the competition intensity of interbank financial business is increasing.Since the market and enterprise operation are always dynamic,it is of great theoretical and practical significance to study the improvement and optimization of the marketing strategy of banking companies’ financial business.The Postal Savings Bank was established through restructuring on the basis of the original postal savings management system.Branch Q is a tier one branch directly under the Postal Savings Bank.Corporate financial business is a new business approved to be opened by the Postal Savings Bank after its establishment,and has been in development since the beginning.Therefore,taking Postal Savings Bank Q Branch as an example,studying the improvement of bank financial business market strategy will play a positive role in financial business practice.This paper uses the methods of literature analysis,PEST analysis and SWOT analysis to analyze the current situation of financial business marketing strategy of Q Branch of Postal Savings Bank from four aspects: product,price,channel and promotion.The research shows that there is a single product homogeneity in the financial business marketing strategy of Q Branch;Inadequate bargaining power;Channel construction focuses on private rather than public;Lack of effective marketing means.The reason for the problems lies in the inaccurate positioning of marketing strategies;The marketing strategy is too prudent;Lack of independent pricing power;The company’s financial business positioning is too broad;Along the postal system to the lack of marketing capacity.At the same time,the marketing environment of Q Branch was analyzed.Although the macro environment was still faced with the uncertainty of the epidemic,the overall situation was basically conducive to the development of Q Branch’s corporate financial business under the policy support;In terms of micro environment,the branch products are lack of competitiveness and stickiness,and the target customer companies have a high risk of operational uncertainty,which drives up the marketing cost;The competition is faced with dual pressures from large banks and local banks;SWOT analysis shows that the advantages and opportunities are relatively obvious,but the disadvantages and threats also have a greater impact,which needs to be timely grasped.And use STP analysis to analyze the market segmentation,target market and market positioning of the company’s financial business marketing strategy.On the basis of the above analysis,the marketing strategy optimization plan is proposed,and the product is positioned as "specialized,special and new" and "people’s livelihood service";Medium-and long-term personalized product appreciation with supply chain mixed finance;In terms of price,it focuses on improving independent pricing and price differentiation;In terms of channels,the mode of "financial data+bank funds+platform" is proposed;Effectively create promotion methods based on appropriate demand to promote the growth of corporate financial business.At the same time,in order to ensure the effective implementation of the optimization plan,safeguard measures are proposed from four aspects: organizational system,human resources,risk management,science and technology.