Research On Marketing Strategy And Tactics Of Qilu Ladies' Cards Of L Bank

With the development of economy and society,cards business of bank matures.Business volume shrinks and functions of the cards are almost the same.Competition are fierce.Facing these challenges,banks are trying to figure out solutions.They are increasing market promotions,hoping to segment the whole market to satisfy clients'needs and increase their market influence.At the same time,markets for female are increasing.Because of its potential and unique features,markets for female are increasingly hot for companies.The major commercial banks have launched the bank card products for female customers,and targeted different marketing activities.They have made some achievements in practice,but there are still many problems.In contrast,there is less theoretical research on marketing strategies and strategies for bank card products in the female segmentation market,which is difficult to provide guidance and reference for the next marketing practice.This paper selects the marketing strategy and strategy of Qilu Ladies' Cards of L Bank as the research object.It makes a comprehensive analysis through literature review,discussions with salesmen of L Bank,and statistical analysis of L Bank's operation data.The text believes that the overall marketing environment of Qilu Ladies'Cards of L Bank is good.From the macro environment,the traditional profit model challenged the commercial bank.Payment and settlement market prospects,including the bank card business.From the micro environment,L Bank is in the growth stage,the development space of Qilu Ladies' Cards business is increasing.Customers present demand of aesthetic,convenience and brand.From the competitive environment,the ladies'cards products characterize many competitors,same function,lack of sustainability in marketing,and lack of brand construction.In this marketing environment,Qilu Ladies' Cards of L Bank should position marketing strategy in a high-end female customer segmentation market with a certain consumption ability and a pursuit of quality life.Marketing strategies emphasize the following four aspects.L Bank should focus on improving product design and expand the product function in terms of products.It should carry out the different pricing,conditional free fee and service charge alternatives in terms of price.In the terms of channel,L Bank also should implement marketing in the bank hall,develop high-end women customers,key maket on customers from Zhihuilaishang,rich online business channels,improve the construction of payment scene,as a bank near the customer.in promotion,L Bank should increase advertising,carry out different promoting strategy and rich promotional activities.In order to ensure the smooth implementation of the marketing strategy and tactics of Qilu Ladies' Cards,L bank should also establish a better organization guarantee and training system.It also should strengthen the examination and incentive mechanism.This paper selects female market of the bank card market to research and uses an innovative method of female consumer psychology to analyze marketing strategy and tactics in Qilu Ladies' Cards of L Bank.This paper compares Qilu Ladies' Cards and women card of Minsheng Bank.And it pointed out problems in the formulation and implementation of marketing strategy and tactics.This will provide a good reference to the marketing practice of Qilu Ladies' Cards of L Bank.