Study On Bank Of China Great Wall Globe-in-One Aijia Car Credit Card Marketing Strategy

The credit card business is an important source of profit for banks,the market competition for banks to seize customer resources is fierce,and this competition has caused a series of chaos in the credit card market.First of all,credit card products are highly homogenized;secondly,banks are willing to attract new credit card customers by reducing annual fees,card-issuing gifts,etc.,but they ignore credit card risks;finally,banks are excessively pursuing credit card additions,even some promotions are used to stimulate customers to activate credit card spending,but the number of sleep cards that accumulate over time is still staggering.At this stage,credit cards must not only face the competitive pressure between peers,but also face the increasingly compressed profit margins.The reduction in credit card profits is related to the rise of third-party payment companies and some of the regulatory credit card mandatory fee policies.Based on the current status of domestic credit card business,this paper takes the Bank of China Great Wall Globe-in-one Aijia Car Credit Card as the research object,and uses 4P marketing theory as the strength of marketing strategy analysis.From the current product design,pricing strategy and promotion method of car driving card And analyze the problem in the marketing channel.The author compares the credit card products and pricing of some car friends in the same industry,and refers to a large number of books,literatures,papers,etc.,based on the 4C marketing theory,and puts forward the author's point of view on the improvement of the marketing strategy of the car.The credit card yield curve confirms that the contribution of loyal credit card holders to bank profits is enormous.This also determines the importance of service marketing,and the car driving card in the marketing strategy improvement point of view,it highlights the center of customer service,from product,pricing,promotion and channel,designed around the customer needs Intimate credit card products.As a member of the many car friends' credit cards in the market,I love the car card to get rid of the formatted marketing strategy and focus on serving customers to create a unique sales point for the credit card.The author put forward the AIJIA couple card,package pricing,and the establishment of the public service number of the Aijia car exclusive service based on the WeChat public number.I hope that the above ideas or marketing ideas can help the Aijia car card and other credit card products.