BCM Bank Card Business Shaanxi Regional Marketing Strategy Research

The banking card industry is a new industry that combines modern information technology with traditional financial services.China is a member of the WTO and the financial market has entered a new era of opening up and development.With the development and expansion of foreign-funded banks,our banks should take this opportunity to learn and learn from the experience of foreign-funded banks for reform.Bank card is to some extent a brand of bank.With the reform and operation of state-owned banks in our country,bank card business fails to become the main advantage.However,with the improvement of national quality and the development of universal economy,bank card business should be subject to Emphasis on bank card business marketing is one of the important means for Chinese commercial banks to increase market competition,update and improve service quality.BCM Bank State-owned commercial bank,as with the other three major state-owned banks have an important position.However,in recent years,as the external business environment has undergone major changes,the effects of macroeconomic regulation and control have gradually become apparent.Structural supply restrictions have been increasing.Coupled with the accelerated reform of state-owned banks,foreign-funded banks have enjoyed national treatment and the overall financial environment has become more and more marketable Internationalization and business development are facing fierce competition.Meanwhile,BCM bank card business relative to other banks have a significant gap.This paper hopes to study the marketing strategy of BCM bankcard,solve the problems in marketing,optimize the marketing mode,improve the marketing management system,improve the core competitiveness,carry out the marketing of bank card according to the requirements of different customers,provide the bank card,This will help establish the overall image of BCM's bank card business and improve its business development model so that BCM Bank can develop soundly and rapidly.The dissertation first gives an overview of bank card business,and then introduces the marketing theory,which includes three parts:marketing positioning theory,marketing environment analysis and marketing strategy combination.Then from the status quo of BCM bank card marketing,Existing problems and reasons.Secondly,it focuses on the analysis of BCM bankcard marketing environment.First,it analyzes the external macro environment,and analyzes the external macro environment of BCM bankcard marketing from the macroeconomic and market environment,social and cultural analysis,technical environment and policy environment.The second is the analysis of the industrial environment,mainly through Porter's five forces model,focusing on the BCM bank card marketing customers,competitors and alternatives,including WeChat payment as the most important threat of alternatives.The third is the BCM bank card marketing SWOT analysis,draw up the development of SWOT form.Thirdly,this paper puts forward the marketing strategy of BCM bankcard.In the target market,it requires that the first clear market segmentation criteria,the second to determine the market segments can enter,the third clear market positioning;improve marketing strategy,from improving product strategy,Formulating price strategy,enriching channel strategy and improving promotion strategy,put forward countermeasures and suggestions on BCM bank card marketing.Finally,this article puts forward the safeguard measures for the implementation of marketing strategy,which calls for improving the quality of service,strengthening the brand effect,at the same time reducing the threshold of handling cards,setting reasonable expenses,further segmenting the market,strengthening the strategic management of the channel,Marketing,and focus on training of specialized personnel,promote financial innovation.Commercial banks through a series of targeted bank card business marketing,allowing customers to understand the brand discount,bank cards issued by banks actively and voluntarily,increase customer loyalty,and ultimately increase the demand for deposits,and broaden the overall bank revenue targets to promote the bank The development of card business,to create the image of the bank card,improve operating income,so that banks gain fame and wealth,but also can promote the development of China's bank card industry.