Research on the Marketing Strategy Optimization of
L City Post Company Agency Financial Business
based on 4C Marketing Theory
Abstract
China Post Group Corporation limited is a wholly state-owned company established
in accordance with the Company Law of the People's Republic of China. The financial
business of post is different from other commercial banks, which has its particularity and
operates in the mode of "self-support + agent". Among them, the "agency outlets"
managed by postal companies at all levels cannot handle comprehensive commercial
banking business, but can only carry out relevant business entrusted by postal savings
banks, and cannot expand their business scope at will. Financial agency business is the
"eating business" of the postal company, is the source of funds for the return of universal
service and delivery business, and is the source of cultivating competitiveness. At present,
the income from agency financial services accounts for the highest proportion of the total
income of postal services, and it is the most important for the development of postal
companies. In 2021, the revenue of L City Post Company is 1.428 billion yuan, of which
948 million yuan is the revenue of agency financial services, accounting for 66.39% of
the total revenue.
With the development of social economy, customers not only have more and more
diversified demands on financial products, but also have higher and higher requirements
on the quality of financial services. If postal companies want to adapt to the changing
financial market environment and maintain a healthy and sustainable development, they
must change the marketing strategy of agency financial business from the traditional
product-centered to customer-oriented.
Based on the above on the importance of the postal financial business agent, the
understanding of the necessity of marketing strategy optimization, this paper takes the L
City Post Company as the research object, by its agent financial business development
status, the current marketing strategy as the research content, the system collecting agent
at home and abroad financial business marketing strategy, on the basis of relevant
literature, This paper analyzes the problems and causes of the existing customer demand
strategy, cost strategy, convenience strategy and communication strategy of the financial
II
agency business of L City Post Company, and then puts forward the optimization
countermeasures and safeguard measures of the marketing strategy of the financial
agency business of L City Post Company by using 4C marketing theory and differential
marketing theory.
This paper innovative research, puts forward the L City Post Company customer
strategy, cost strategy, customer convenience, customer communication problems, from
meet customer demand, reduce the consumption cost, improve the convenience and
strengthen communication four aspects proposed the L City Post Company agency
financial business marketing strategy optimization measures 14. And from the three
aspects of joint promotion, risk prevention and control, performance appraisal research
andputforward10safeguardmeasuresofmarketingstrategyoptimization
implementation. The research of this paper has certain reference value and practical
significance for the L City Post Company to improve the marketing strategy of agency
financial business and promote the enterprise to achieve high-quality development.
Key words: 4C Marketing Theory；Post Company；Agency Financial；Marketing
Strategy Optimization
III
目录
第 1章绪论···1
1.1研究背景及意义··1
1.2文献综述···5
1.3研究内容与方法··7
1.4创新点··8
第 2章相关概念和理论概述···9
2.1邮政代理金融业务概念···9
2.1.1代理的概念···9
2.1.2邮政代理金融业务的界定·· 9
2.2邮政代理金融业务的特殊性···9
2.2.1业务特殊性···9
2.2.2服务群体特殊性··9
2.3 4C营销理论···10
2.3.1理论概述··10
2.3.2该理论与本文研究的契合性··12
2.4差异化营销理论·· 12
2.4.1理论概述··12
2.4.2该理论与本文研究的契合性··12
第 3章 L市邮政公司代理金融业务发展及营销策略现状··· 13
3.1 L市邮政公司代理金融业务发展现状·· 13
3.1.1收入规模发展现状··13
3.1.2业务总量发展现状··14
3.1.3顾客资源开发现状··15
3.2 L市邮政公司代理金融业务 4C营销策略现状···15
3.2.1顾客需求策略（Consumer）···15
3.2.2顾客成本策略（Cost）··17
3.2.3顾客便利策略（Convenience）··20
3.2.4顾客沟通策略（Communication）··21
第 4章 L市邮政公司代理金融业务现行营销策略问题调查及成因分析··· 23
4.1问卷调查和访谈调查·· 23
4.1.1问卷调查··23
4.1.2访谈调查··27
I