Research On Marketing Strategy Of Credit Cards Of Jilin Bank

Bank of Jilin(Bo J),a join t-equity commercial bank in Jilin province,launched its credit card business o fficially in October 2014,with only 2 years of developm ent time until n ow.In the face of the credit card market competition intensified,th e development of the Internet financial and the diversification of consum er demand,jilin bank to open the market as soon as possible,ta ke profits,is bound to m ake a suitable to the development of marketing strategies.In this paper,through investigations and analys is,I find that there are m any shortcomings in credit card m arketing,for example,such as credit card product variety issue,hom ogenization,single produ ct marketing channel,prom otional activities are not attractive,marketing team construction is not sufficient… The main reasons for the above p roblems are: market positioning and market segmentation is not clear,emphasis on trad itional marketing channels,the f uzzy brand concept,human resource system is not complete.On the bas e of analy sising the credit card marketing environm ent of Bo J,including macro environment analysis,micro environment analysis and SW OT analysis.The m acro environment analysis includes the political and lega l environment,economic environment,social environment,technical environm ent.Micro environment analysis includes the anal ysis of the f irm itself,its market,its competitors,the public factors and channels of cooperation.Based on the analys is of the marketing environment and t he SWOT analysis of Bank of Jilin credit card business,the internal advantages and disadvantages,external opportunities and threats were found out,which laid a solid foundation for the developm ent of Bo J’s credit card strategy.From the above analysis,which can be concluded that,at present the better overall m acro environment of jilin bank credit card m arketing,economic,technological progress and the protection of the legal and political have created good conditions for its business development,but also should fully understand the shortage of the m icro environment and their ow n weaknesses,m ake full use of local advantages,seize the op portunity,strategic challenges of the face of fi erce market competition.Based on the analysis of m arketing environment and SWOT analysis of Bo J’ s own business,the credit card m arket of Bo J area is subdivided according to geographical area,consum er psychology and consum er behavior,and according to the result of market segmentation,Bo J’s target credit card business market is selected as follows: the budget m arket of Jilin p rovince,the co nsumer market of stable payment and m id-and-low-end customer market.The m arket positioning of Bo J is local credit card lead er in Jilin prov ince,take the localization,characteristics of the road,and continue to expand its business areas.In order to achieve Bo J’ s target market positioning,to get the lar gest market share,this paper developed a related m arketing mix strategy,mainly focus on the traditional 4Ps strategy,products,prices,channels,promotions: 1)product,strengthen product innovation,take the road of char acteristics development and provide better customer service,strengthen brand building;2)price,us e the infiltration pricing in the early development,to open the m arket as soon as possible,and focus on product middle income in the m ature period;3)channel,in the construction of network channels and at the sam e time deep plowing physical channels;4)prom otion,strengthen product promotion ef forts,rich promotional activities,pay attention to customer service and make full use of public relations marketing.Finally,a series of safeguard measures,such as hum an resources protection,performance appraisal and risk control guarantee,are put forward to ensure the smoot h implementation of product marketing strategy.It is hoped that through the analysis and rese arch of this paper,it is of practical significance to the improvement of marketing strategy of Bo J’s credit card business,the improvement of specific marketing strategy and the prom otion of brand value,and it is also a reference for the deve lopment of credit card business of other commercial banks.