Research On Marketing Strategy Optimization Of Personal Finance Business Of Postal Savings Bank A Agent Branch

In recent years,the domestic economy has developed favorably,and people’s consumption has soared rapidly.The situation is improving greatly,and consumption and investment perspectives have become more diverse.At this time,personal financial products with low risk and stable returns have sprung up like bamboo shoots following the central bank’s interest rate and reserve requirement cuts and continuous interest rate cuts,and new investment methods such as personal financial services have swept through.At the same time,commercial banks that rely on the profit model of deposit and loan spreads are struggling with the rapid development of interest rate marketization,and business transformation is imminent.Major commercial banks take this profit growth point as an opportunity to continuously expand their wealth management business capabilities to ensure an invincible position in the competition for wealth management business in the financial field.Postal Savings Bank of China was officially established in 2007 based on its savings business,which is the beginning of its original asset accumulation.Therefore,compared to other commercial banks,Postal Savings Bank of China’s personal finance business has developed slowly,has low influence,and has a small market share.Its development cannot surpass that of other commercial banks.This article takes the current situation of personal finance business marketing in L Branch of Postal Savings Bank as a guide,proposes problems,explores countermeasures,and summarizes effective ways to break the current predicament.This article conducts statistics on the customers of L Branch of Postal Savings Bank through a questionnaire survey.Through research and analysis,it is found that there are indeed some problems in the marketing process of personal financial services of L Branch of Postal Savings Bank,such as the types of financial products that are stereotypical,the pricing of financial products that are rigid,the sales channels that are stereotyped,the means of promoting products that are desperate,the professionals who are stuck in their own ruts,business promotion cliches,and the implementation of the sales process that are perfunctory.By summarizing the macro environment,industry competition environment,and internal and external environment status of the personal finance business of Postal Savings Bank L Branch,using STP theory to study the improvement measures of its personal finance business marketing strategy from the perspectives of market segmentation,target market selection,product positioning,and other aspects,and then using 7PS theory to elaborate on the uneven levels of personal finance products,and propose to improve the pricing mechanism.By breaking the single sales channel and maintaining and expanding,building a credible brand power,cultivating an elite team of professional talents,creating a unique tangible display around customers,and strictly implementing process management to promote the development of personal financial services of Postal Savings Bank L Branch.Finally,it proposes safeguards such as improving customer management systems,improving risk management capabilities,and strengthening investor education to guide banking regulators in completing their personal financial business activities.