Research On Credit Card Service Marketing Strategy Of YC Bank

In the 1985,China's first credit card was born in Zhuhai,blowing the Horn of the development of China's bank credit card industry.After 30 years of development,the development of China's credit card industry has gradually matured,especially the reform and opening up for more than 40 years,the rapid development of the national economy,the continuous improvement of social productive forces,people's quality of life has been improved,create a favorable environment for the development of credit card.Credit card Marketing has made a great contribution to bank revenue,and major commercial banks actively develop to credit card business,Competes for the market.By the end of 2017,according to the data released by the former China Banking Regulatory Commission,China's major financial institutions,state-owned large commercial banks,national joint-stock commercial banks,other local commercial banks,etc.,The cumulative number of credit card cards is 790 million,160 million more than in 2016,the cumulative number of live cards 580 million,the rate of live card continued to rise on the basis of 2016.In 2017,the amount of credit card transactions in China also assumes the trend of escalation,which is 30.6 trillion yuan.From the above data,the number of credit card issuance,the rate of live card and credit card transaction amount in China are increasing year by year,enough to see that the development of credit card plays an increasingly important role in the profitability of commercial banks development.However,with the development of credit card business of commercial banks,the fierce competition in credit card market,serious product homogenization,the lack of credit card function development and other issues are becoming increasingly prominent,which undoubtedly increases the difficulty for the further development of credit card business.Win customers is to occupy the market,so in order to win the market,the development of credit card business needs to carry out in-depth and sophisticated marketing strategy research,optimize the marketing model.Especially with the impact of internet financial economy,how to optimize the innovation of credit card marketing strategy,seize more market share,is the imminent development issues for the major commercial banks to develop credit card business.Due to its late start,low market share and few additional value-added services,YC bank's credit card business needs to deeply study on the current status of credit card marketing,identify problems and then solve them,the ultimate goal is to optimize marketing strategies to enhance the competitiveness of YC bank credit card market.This paper uses the theoretical knowledge of marketing,STP target marketing,7Ps service marketing and so on to analyze and study the credit card marketing strategy of YC Bank.Through the analysis of the present situation of credit card marketing in YC Bank,We found the problem in marketing.By using PSET and SWOT analysis tools,this paper analyzes the credit card marketing strategy of YC bank under the credit card market environment.This paper puts forward the product location strategy,price strategy,channel strategy,Personnel management strategy,brand marketing strategy and so on in the credit card marketing of YC Bank.lt provides measures for the healthy development of YC bank credit card,and has reference significance for the credit card marketing in the same industry.There are six parts in this paper.The first part of this thesis is the introduction,which makes a brief introduction to the background,significance,research status at home and abroad,the methods involved,the structure of the paper and the characteristics of the thesis research.Then the second part is an overview of the basis of marketing theory,which provides theoretical guidance for the research of this paper.The third part makes an in-depth analysis of the current situation of credit card marketing in YC Bank,in order to reveal the problems existing in its credit card marketing,and analyzes the reasons for these problems in marketing.The fourth part analysis the credit card marketing environment of YC Bank,from the macroscopic environment to the microscopic environment,and then analyzes the advantages,disadvantages,opportunities and threats of the credit card marketing of YC bank by SWOT analysis method.The fifth part mainly introduces the credit card marketing strategy and implementation guarantee of YC Bank,in order to ensure the healthy development of YC bank's credit card marketing and the countermeasures for its current problems,and expounds the relevant guarantee for the smooth development of marketing strategy.The sixth part is the conclusion,which briefly summarizes the research results of this paper,the shortcomings of the study and the description of further research work in the future.