Research On Marketing Strategy Of Credit Card Of Agricultural Bank LS Subbranch

With the continuous development of market economy,people’s consumption consciousness is gradually improved.As a new payment method,credit card has been more and more popular among consumers in recent years.While changing people’s consumption habits,credit CARDS also enable Banks to find great marketing potential.Since the introduction of credit card in China in 2003,various banking institutions have set up special credit card departments in Beijing,Shanghai and other places,and started a long and fierce competition on credit card marketing.At the same time,China’s credit card business faces huge challenges as the country fully implements the opening-up policy.The short-term business development time and weak marketing capabilities have always been a weak link in the development of China’s credit card business.Although each bank organization rolls out his credit card brand in succession,but the product basically is much the same,the function is very close also,and cannot establish oneself truly unique brand competitive advantage.Additional,partial banks "run a horse to encircle land",one-sided pursuit issues card amount,ignore client follow-up to track maintain,and cause credit card Morpheus amount to surge,which blocks the benign development of credit card market.Therefore,how to effectively get customers,live customers,cultivate their own high-quality customer groups has become the subject of each company’constant research in recent years.Agricultural bank of China LS branch was established in 1992 and introduced credit card business in 2003.From 2003 to 2014,the credit card issuance of LS branch increased by about 15% every year.From 2014 to 2016,the growth rate of credit card issuance began to decline to about 5-10%.The number of cards issued in 2017 fell short of the total issued in 2016.The number of cards issued in 2018 was also lower than in the same period in 2017.Therefore,in today’s competitive environment,what kind of credit card marketing strategy to win customers and market is the key to solve the marketing dilemma of LS branch credit card.In this context,based on the LS branch of the agricultural bank of China credit card business as the research object,we draw lessons from the domestic and foreign related research.Based on the LS branch credit card marketing as the turning point of our analysis of existing problems,we find out the key point of the problem,by using related theories and successful experience,and put forward the marketing strategy concept of LS branch.We are looking forward to improving the current credit card strategy the agricultural bank of China LS branch,and the market competitiveness of the LS branch.