在利率市场化的大背景下，金融市场的竞争愈加激烈，而随着互联网金融的 蓬勃发展,新技术的发展改变了客户的需求、偏好，传统银欧亿·体育（中国）有限公司的发展更是举步 维艰，正是由于竞争的加剧，新沂邮政公司个人储蓄业务出现了一些问题，而个 人储蓄业务收入占据邮政收入的半壁江山，是邮政企业的吃饭业务，解决问题刻 不容缓。 本文从新沂邮政公司个人储蓄业务的实际情况出发，就如何做好个人储蓄业 务的转型发展进行研究，通过PEST分析模型，对政策法律环境、经济环境、社 会和人口环境、技术环境进行分析；通过波特五力竞争分析模型，对供应商的议 价能力、潜在进入者的威胁、替代品的威胁、购买者的议价能力进行分析；得出 了新沂邮政个人储蓄业务的优势、劣势、机会、威胁，并通过SWOT等理论分析 研究新沂邮政个人储蓄业务的经营战略问题。本文通过问卷调查，对客户选择银 行的动机因素进行了进一步的确定，并使用雷达图对比各家竞争对手的优劣势。 随后根据区域、资金特点进行了交叉市场细分，划分了15个子市场，在此基础 上进行了客户的选择和个人储蓄业务的定位；最后结合4P理论，提出了产品、 价格、渠道、促销的营销策略，并通过人员配备、客户管理、绩效考核、企业文 化来保障实施。 本文的主要结论有：1、新沂邮政公司需要采取差异化的竞争战略，针对客 群采取不同的市场营销策略；2、新沂邮政公司的核心竞争力在于协同，需要协 同其他业务的资源，为客户提升附加价值，助力个人储蓄业务的发展。3、新沂 邮政公司需要加快渠道的建设，通过线上业务、自助机具的推广，提升邮政个人 储蓄业务的便利性。4、新沂邮政公司需要着力开展有组织、有品牌的促销活动， 加速个人储蓄业务的推广。 关键词：新沂邮政公司；个人储蓄业务；转型发展；协同 II Abstract Inthebackdropofthemarketizationofinterestrate,financialmarket competitionintensified,andwiththevigorousdevelopmentoftheInternetfinancial, thedevelopmentofnewtechnologyhaschangedthecustomer'sneedsandpreferences, thedevelopmentoftraditionalbankingisstruggling,itisbecauseofthecompetition, someproblemsinthexinyipostalpersonalsavingsbusiness,andpersonalsavings businessincomeaccountedforabouthalfofitsincome,istheeatingofpostal enterprisebusiness,soitisurgenttosolvetheproblem. BasedontheactualsituationofpersonalsavingsbusinessinXinyiPost Company,thispaperstudieshowtodoagoodjobinthetransformationand developmentofpersonalsavingsbusiness.ThroughPESTanalysismodel,thispaper analyzesthepolicyandlegalenvironment,economicenvironment,socialand populationenvironment,andtechnicalenvironment.Porter'sfiveForcescompetition analysismodelisusedtoanalyzethebargainingpowerofsuppliers,threatsof potentialentrants,threatsofsubstitutesandbargainingpowerofbuyers.Itconcludes theadvantages,disadvantages,opportunitiesandthreatsofXinyiPostpersonal savingsbusiness,andanalyzesthebusinessstrategyofXinyiPostpersonalsavings businessthroughSWOTtheory.Throughquestionnairesurvey,thispaperfurther determinesthemotivationfactorsforcustomerstochooseBanks,andcomparesthe advantagesanddisadvantagesofeachcompetitorwithradarchart.Thenaccordingto theregionalandcapitalcharacteristicsofthecross-marketsegmentation,thedivision of15sub-markets,onthebasisofthiscustomerselectionandpersonalsavings businesspositioning;Finally,combinedwiththe4Ptheory,themarketingstrategyof product,price,channelandpromotionisproposed,andtheimplementationis guaranteedthroughpersonnelallocation,customermanagement,performance appraisalandcorporateculture. Themainconclusionsofthispaperareasfollows:1.XinyiPostCompanyneeds toadoptdifferentiatedcompetitivestrategyanddifferentmarketingstrategiesfor customergroups;2.ThecorecompetitivenessofXinyiPostissynergy,whichneeds tocoordinateresourcesofotherbusinessestoenhanceaddedvalueforcustomersand facilitatethedevelopmentofpersonalsavingsbusiness.3.XinyiPostCompanyneeds tospeeduptheconstructionofchannelsandpromoteonlinebusinessandself-service machinestoimprovetheconvenienceofpersonalpostalsavingsbusiness.4.Xinyi PostCompanyneedstofocusoncarryingoutorganizedandbrandedpromotional III activitiestoacceleratethepromotionofpersonalsavingsbusiness. Keywords:XinyiPostCompany;personalsavingsservice;thetransformationof development;synergy IV 目录 摘要................................................................................................................................I 目录..............................................................................................................................Ⅳ 图清单......................................................................................................................VIII 表清单......................................................................................................................VIII 1绪论............................................................................................................................1 1.1选题背景.................................................................................................................1 1.2研究意义.................................................................................................................2 1.3国内外相关研究概述.............................................................................................2 1.4研究内容.................................................................................................................5 1.5研究方法.................................................................................................................6 1.6技术路线图.............................................................................................................6 2相关概念及理论概述................................................................................................8 2.1邮政企业与邮储银行的关系界定.........................................................................8 2.2市场营销竞争战略.................................................................................................8 2.3STP理论..................................................................................................................9 2.4PEST分析..............................................................................................................10 2.5SWOT分析............................................................................................................10 2.64P理论...................................................................................................................10 3新沂邮政公司个人储蓄业务市场环境分析..........................................................12 3.1新沂邮政公司个人储蓄业务宏观环境分析.......................................................12 3.2新沂邮政公司个人储蓄业务微观环境分析.......................................................14 3.3新沂邮政公司个人邮政储蓄业务现状分析.......................................................24 3.4新沂邮政公司个人邮政储蓄业务SWOT分析..................................................26 3.5新沂邮政公司个人储蓄业务营销现状与存在问题分析...................................29 4新沂邮政公司个人储蓄业务营销战略方案..........................................................32 4.1新沂邮政公司个人储蓄业务市场细分...............................................................32 4.2新沂邮政公司个人储蓄业务目标客户选择.......................................................33 4.3新沂邮政公司个人储蓄业务定位.......................................................................34 5新沂邮政公司个人储蓄业务的市场营销策略......................................................36 5.1产品策略...............................................................................................................36 5.2价格策略...............................................................................................................37 V 5.3渠道策略...............................................................................................................37 5.4促销策略...............................................................................................................38 6新沂邮政公司个人储蓄业务市场营销策略实施保障体系..................................41 6.1配备充足人员.......................................................................................................41 6.2落实精细客户管理....................................................................................