邮政代理金融起源于 1919 年在上海成立的储金汇业总局，是特定历史条件下的 产物。2007 年，中国邮政储蓄银行正式挂牌成立，邮储银行和邮政集团分离为两个 完全独立的法人经济主体。邮政企业按照国务院邮政体制改革的需要，接受邮储银 行委托开展部分基础性商业银行业务，邮政储蓄“自营+代理”的二元经营模式应用 而生。邮政代理金融根植于零售金融，依托邮政集团庞大的实物网资源，在城乡为 广大百姓提供普惠金融服务，已成为我国金融机构的重要组成部分。同时历经十二 年的发展，代理金融储蓄规模和业务收入不断做大，目前已成为邮政企业三个版块 的“生命线”业务。 然而，面对近年来金融脱媒、监管加剧等外部高压，商业银行回本溯源加大对 储蓄业务的发展，零售金融市场竞争日趋激烈。伴随着个人收入水平的不断提升， 客户的理财意识逐渐增强，对金融产品和服务需求水涨船高。邮政代理金融继续依 赖传统网络优势发展储蓄存款将不再能满足客户的增长需求，单纯依靠存款利率上 浮的成本补贴方式拉动发展也会导致企业利润空间越来越窄。在市场占有率和业务 规模高位陷阱的困境之中，如何转变思路实现企业健康可持续发展成为目前急需解 决的现实问题。邮政代理金融既有集团板块优势，同时又具有企业局限性，要实现 持续发展必须充分认识内外部环境，运用现代市场营销理念，走出一条具有邮政特 色的个人零售金融之路。 本文以安庆邮政代理金融服务营销策略为研究对象，运用 7P 服务营销理论、客 户满意度理论、市场细分及定位理论，通过文献研究法、案例分析法、问卷调查法、 SWOT 分析法四种研究方法，对代理金融在服务营销中存在的问题进行充分的展现并 对问题的成因进行全面系统的分析，通过对代理金融内外部环境分析、市场和客户 分析构建环境分析的 SWOT 模型，明晰了安庆邮政代理金融要以城乡市场双聚焦的市 场定位做好重点客群的开发，依托邮政遍布城乡的渠道和线上线下的平台优势，促 进代理金融业务和邮政传统业务的融合发展，全面实施差异化竞争的服务营销改进 策略。并在此基础上针对性提出了安庆邮政代理金融服务营销的七个具体对策和四 个方面的支撑保障。努力推动金融业务在新起点上实现全面高效可持续发展。 关键词，中国邮政安庆分公司；代理金融业务；服务营销策略I ABSTRACT Postal agency finance originated from the General Administration of Reserve and Exchange established in Shanghai in 1919. It is a product of specific historical conditions. In 2007, China Postal Savings Bank was officially listed and established. Postal Savings Bank and Postal Group were separated into two entirely independent corporate economic entities. In accordance with the needs of the reform of the postal system of the State Council, postal enterprises have accepted the entrustment of the postal savings bank to carry out some basic commercial bank business, and the dual operation mode of self-operation + agency of postal savings has been put into practice. Postal agency finance is rooted in retail finance, relying on the huge physical network resources of the postal group to provide inclusive financial services for the general public in urban and rural areas, has become an important part of China's financial institutions. At the same time, after twelve years of development, the scale of proxy financial savings and business income continue to grow, has become the postal enterprise three sections of the lifeline business. However, in the face of financial disintermediation, intensified supervision and other external pressures in recent years, commercial banks to increase the development of savings business, retail financial market competition is becoming increasingly fierce. Along with the continuous improvement of personal income level, the customer's awareness of financial management gradually strengthened, and the demand for financial products and services soared. Postal agency finance will continue to rely on traditional network advantages to develop savings deposits will no longer be able to meet the growth needs of customers, relying solely on rising deposit interest rates to promote the development of cost subsidies will also lead to narrower and narrower profit margins for enterprises. In the dilemma of market share and high business scale trap, how to change ideas to achieve healthy and sustainable development of enterprises has become an urgent practical problem. Postal agency finance not only has the advantages of group board, but also has the limitations of enterprises. To achieve sustainable development, we must fully understand the internal and external environment, and use modern marketing concepts to find a way of personal retail finance with postal characteristics. This paper takes Anqing Post Agency Financial Services Marketing Strategy as the research object, using 7P Service Marketing Theory, Customer Satisfaction Theory,II Market Segmentation and Orientation Theory, through four research methods of literature research, case analysis, questionnaire survey and SWOT analysis, advances the problems existing in Agency Finance in service marketing. Through the analysis of internal and external environment, market and customer, the SWOT model of environmental analysis is constructed. It is clear that Anqing Post Agency Finance should do well in the development of key customer groups with the dual-focus market positioning of urban and rural markets, relying on the post throughout urban and rural areas. The channel and platform advantages of online and offline will promote the integration and development of agency financial business and traditional postal business, and comprehensively implement the service marketing improvement strategy of differentiated competition. On this basis, it puts forward seven specific countermeasures and four supporting guarantees of Anqing Post Agency Financial Services Marketing. Efforts should be made to promote financial businesses to achieve comprehensive, effective and sustainable development at a new starting point. KEYWORDS: Anqing Branch of China Post Group; Finance agent business; The strategies of service marketing1 目 录 第一章 绪论...........................................................................................1 第一节 研究背景及意义...................................................................................1 一、研究背景...............................................................................................1 二、研究目的及意义...................................................................................2 第二节 国内外相关文件综述.............................................................................3 一、文献的梳理...........................................................................................3 二、简要的述评...........................................................................................4 第三节 研究思路及方法.....................................................................................4 一、研究思路及内容...................................................................................4 二、研究方法...............................................................................................6 第四节 本文的创新...........................................................................................6 第二章 本文的理论基础.......................................................................7 第一节 代理金融及其发展...............................................................................7 一、代理金融的概念...................................................................................7 二、代理金融服务内容...............................................................................7 三、发展历程...............................................................................................7 第二节 服务营销理论概述.................................................................................8 一、服务营销及其发展...............................................................................8 二、服务营销的特点.................................................................................10 三、服务营销的 7P 组合...........................................................................10 第三节 其它相关理论概述.............................................................................11 一、客户满意度.........................................................................................11 二、市场细分及其定位.............................................................................12 三、SWOT 分析工具 ..................................................................................12 第三章 安庆邮政代理金融服务营销现状的调研..............................13 第一节 公司简介.............................................................................................13 第二节 公司代理金融服务营销的现状.........................................................142 一、产品服务..............................................................................................14 二、产品价格..............................................................................................18 三、渠道现状..............................................................................................19 四、促销现状..............................................................................................21 第三节 公司代理金融服务营销问题的调研分析..........................................22 一、调研目标..............................................................................................22 二、调研方案设计及说明..........................................................................22 三、调研的实施..........................................................................................23 四、结果分析..............................................................................................24 第四节 公司代理金融服务营销问题的成因分析..........................................30 一、产品结构单一......................................................................................30 二、价格没有优势......................................................................................31 三、渠道效率不高......................................................................................31 四、促销手段乏力......................................................................................32 五、缺少人才队伍......................................................................................33 六、服务过程偏弱......................................................................................33 七、有形展示欠缺......................................................................................34 第四章 安庆邮政代理金融营销环境的系统分析..............................35 第一节 宏观与区域环境..................................................................................35 一、宏观环境分析......................................................................................35 二、区域环境分析......................................................................................36 第二节 市场及客户分析..................................................................................37 一、市场竞争分析......................................................................................37 二、目标客户分析......................................................................................38 第三节 公司内部环境........................................................................................41 一、资源优势..............................................................................................41 二、公司劣势..............................................................................................43 第四节 SWOT 分析...........................................................................................44 一、SWOT 分析框架...................................................................................44 二、分析判断..............................................................................................453 第五章 安庆邮政代理金融服务营销策略及保障措施......................47 第一节 总体思路及原则................................................................................. 47 一、总体目标及思路................................................................................. 47 二、指导原则............................................................................................. 47 第二节 营销策略.............................................................................................48 一、产品策略.............................................................................................48 二、价格策略.............................................................................................49 三、渠道策略.............................................................................................50 四、促销策略.............................................................................................51 五、人员策略.............................................................................................52 六、服务过程策略.....................................................................................53 七、有形展示策略.....................................................................................55 第三节 实施保障.............................................................................................56 一、组织系统.............................................................................................56 二、财务支持.............................................................................................56 三、信息系统............................................................................................. 57 四、控制系统............................................................................................. 57 第六章 研究结论及展望.....................................................................58 第一节 研究结论.............................................................................................58 第二节 研究不足及展望.................................................................................58