Research On Credit Card Marketing Strategy Of Jilin Branch Of Bank Of China

After the bank of China issued the first accurate borrow write down card,maintained the momentum of rapid development of domestic credit card business,in recent years,along with the joint-stock Banks and foreign Banks with service management,marketing,management of capital is relatively obvious advantage,takes credit card market in our country,from the perspective of the proportion of the present all our,bank of China credit card business development has lagged behind the major trade agency,and no good matching success,therefore,this article will with the bank of China,jilin province as the research object,Through the study and analysis of its existing problems,put forward feasible marketing strategy and implementation guarantee.Firstly,this paper analyzes the current marketing situation of the bank of China jilin branch,and finds that there are the following problems: only focusing on the number of card issuance,not on the quality,which may increase the bank's own non-performing assets;The marketing mode is too simple,still mainly counter sales,not a good use of network sales and on-site sales;The service differentiation is low,and the service difference between golden card and puka customers is not obvious.The brand awareness of bank of China credit card is not high enough,limited by design factors and development history.Therefore,the jilin branch of bank of China needs to improve its marketing strategy to meet the diversified needs of different consumer groups.On this basis,this paper USES PEST method to analyze the macro environment of bank of China jilin branch from the aspects of politics,economy,culture and science and technology.The micro-environment of jilin branch is analyzed from the perspectives of suppliers,consumers,potential new entrants,competitors in the industry and substitutes by means of porter's five forces model.Then,SWOT analysis is used to analyze the credit card marketing environment of the bank of China jilin branch.From the internal and external factors,the advantages,disadvantages,opportunities and threats are analyzed,and several feasible marketing strategies are proposed.By analyzing the different consumption demands of different consumer groups in the market,and then comparing the advantages of competitors in the same industry,as well as the research and development technology level of the card issuing department of the head office,it lays a solid foundation for the subsequent improvement of marketing strategies.By using STP analysis method,the credit card marketing situation of bank of China jilin branch is studied and analyzed from the aspects of selecting target market,market positioning and market segmentation.Customers are segmented according to different consumer groups.Three types of customers are selected as the target market,and the corresponding marketing mix strategy is designed accordingly.Then from the establishment of a sound incentive mechanism,do a good job in the card issuing follow-up work,establish a reasonable talent training mechanism,improve the credit card evaluation system four aspects,the bank of China jilin branch credit card marketing mix strategy to implement security measures.