【摘要】：在郵政的諸多業(yè)務中,郵政代理個人金融業(yè)務收入已占據(jù)了石家莊郵政公司總收入的半壁江山,并呈逐年上升趨勢,現(xiàn)已名副其實地成為郵政的“吃飯業(yè)務”、“生命線業(yè)務”。但是,在當前經(jīng)濟環(huán)境下,石家莊郵政公司對外面臨利率市場化、互聯(lián)網(wǎng)金融、客戶理財意識逐漸增強、監(jiān)管部門提高監(jiān)管要求的新的市場環(huán)境,對內(nèi)摒棄了以往靠高成本拉動及農(nóng)村代辦員政策帶來余額的粗放式發(fā)展方式,開始經(jīng)營、維護、開發(fā)客戶。那么,在當前的形勢下,如何找準目標客戶,并制定出適合目標客戶的發(fā)展戰(zhàn)略,高品質(zhì)的滿足他們的金融需求及非金融需求,從而提高客戶對郵政儲蓄的忠誠度,提高代理個人金融業(yè)務收益,實現(xiàn)企業(yè)健康、持續(xù)發(fā)展,已經(jīng)成為企業(yè)目前急需解救的問題。本論文結(jié)合石家莊郵政公司實際,通過PEST分析模型、波特五力模型來分析石家莊郵政公司代理個人金融業(yè)務的外部環(huán)境,通過石家莊郵政公司代理個人金融業(yè)務的資源和能力分析、SWOT分析來分析石家莊郵政公司代理個人金融業(yè)務的內(nèi)部條件,并在此基礎上,總結(jié)出石家莊郵政公司代理個人金融業(yè)務發(fā)展應采取差異化的經(jīng)營戰(zhàn)略,在石家莊及18個縣城區(qū)將郵政網(wǎng)點打造成老年人放心、貼心的金融網(wǎng)點,在城鄉(xiāng)結(jié)合處將郵政網(wǎng)點打造成外來務工人員暖心的、專業(yè)的金融網(wǎng)點,在農(nóng)村將郵政網(wǎng)點打造成農(nóng)民便利的、值得信賴的金融網(wǎng)點,并從提升營業(yè)人員服務形象、優(yōu)化產(chǎn)品組合、渠道及有形展示、整合營銷、規(guī)范服務流程五個方面設計出有效的戰(zhàn)略實施路徑,最后建議通過轉(zhuǎn)變觀念、提高人員素質(zhì)、細化績效考核辦法、健全人員晉升機制、加強監(jiān)管、倡導企業(yè)文化、建好職工小家等多項措施來保障戰(zhàn)略實施。希望能盡快將本論文的研究成果應用到實際工作中,以促進石家莊郵政代理個人金融業(yè)務的發(fā)展,促進郵政企業(yè)良性、健康發(fā)展,同時也更好的服務百姓生活,助力地方經(jīng)濟發(fā)展。
[Abstract]:Among all the postal services, the personal financial business income of postal agency has accounted for half of the total revenue of Shijiazhuang Post Company, and has been increasing year by year, and has now become the postal "meal business". "Lifeline business". However, in the current economic environment, Shijiazhuang Postal Company is facing a new market environment in which interest rates are market-oriented, Internet finance and customer financial management are gradually strengthened, and regulatory authorities are raising regulatory requirements. The extensive development mode which used to rely on the high cost pull and the rural agent policy to bring balance has been abandoned, and the customers have been operated, maintained and developed. Well, in the current situation, how to find the target customers, and formulate a development strategy suitable for the target customers, to meet their financial and non-financial needs of high quality, so as to improve the customer's loyalty to postal savings. To improve the profit of personal financial business and realize the healthy and sustainable development of enterprises has become a problem that enterprises urgently need to save at present. Combined with the actual situation of Shijiazhuang Post Company, this paper analyzes the external environment of Shijiazhuang Post Company's agency personal financial business through PEST analysis model and Porter's five-force model. Through the analysis of resources and ability of Shijiazhuang Post Company acting personal financial business, SWOT analysis is used to analyze the internal conditions of Shijiazhuang Post Company acting personal financial business, and on this basis, It is concluded that Shijiazhuang Post Company should adopt the differentiated management strategy for the development of personal financial business, and build the postal network into a secure and intimate financial network for the elderly in Shijiazhuang and 18 county districts. In the urban and rural areas, the postal network will be built into a warm, professional financial network for migrant workers, and in the countryside, the postal network will become a convenient and reliable financial network for farmers, and the service image of the business personnel will be enhanced. Optimize product mix, channel and tangible display, integrate marketing, standardize service flow to design effective strategic implementation path. Finally, it is suggested to improve the quality of personnel and refine the performance appraisal method by changing ideas. Improve the personnel promotion mechanism, strengthen supervision, advocate corporate culture, and build a small staff family to protect the implementation of the strategy. It is hoped that the research results of this paper can be applied to the practical work as soon as possible in order to promote the development of the personal financial business of Shijiazhuang postal agency, to promote the benign and healthy development of postal enterprises, and at the same time to better serve the people's life. To boost local economic development.
【學位授予單位】：蘭州交通大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F832.2

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