Research The Marketing Strategy Of JN Bank’s Bank Card

In 2015, Chinese banking industry enters into a stage of in-depth reform. With the background of RMB’s internationalization, market-orientated interest rate policies, and loosening of restrictions on market accession, and sufferings from influences and impacts of internet financial services, the operations of banking industry are gradually diversified. Large-scale banks carry out a strategy of comprehensive business, while medium and small banks strive for characteristic development in their operations. Under this background, as a small city commercial bank, JN Bank actively adjusts itself to the changes of operational environment, and accelerates the development of business operation. In marketing of bank card business, JN Bank should introduce modern marking theories and market-oriented policies, and positively adjust and formulate scientific marketing strategies, based on consumers’ requirements, to improve competitiveness of JN Bank in bank card business market, and realize marketing objectives of bank card business.With JN Bank as research object, this paper explores the marketing strategies of bank card business. The major content includes summarizing relevant theories of marketing strategies, like marketing environment analysis method, market segmentation and choice of target markets, and combination of marketing strategies, which provides a theoretical basis for this research. In the analysis on the current marketing situation of bank card business in JN Bank, the problems are pointed out, such as single variety, single means, insufficient services, and lack of service people. In addition, SWOT is also conducted to analyze marketing environment of bank card business, to learn about the advantages, disadvantages, opportunities, and threats of JN Bank. Then, this paper indicates market segments of bank card business, establishes clear target market orientation, and designs a combined marketing strategy for bank card business of JN Bank from the four aspects, namely product innovation, price strategies, promotion strategies, and channel innovation. Finally, it introduces three supporting measures from organizing and ensuring strategic marketing of bank card business, establishing customer relation management system, and strengthening employee training and capacity of talent reserve, to make sure the orderly implementation of marketing strategies for bank card business in JN Bank.