Research On Credit Card Marketing Strategy Of Wuhai Branch Of M Bank

Under the background of consumption upgrading and people's concept change,the credit card business in our country is developing rapidly,meanwhile,the credit card market still has large development potential and huge competition value.Credit card industry enjoys high profit,which has developed to be an important competitive market for various financial institutions as the main profit growth point of financial retail industry.M Bank is developing smoothly in its credit card business,which marks that the retail product system of M Bank has become perfect,and is the important secret for M Bank to transform to retail industry positively and change its traditional income mode.Throughout development of over 30 years,the credit card industry in our country has gradually developed to intensive and refined management from original scale first and barbaric growth.M Bank,as a new licensed credit card issuing institution,has large difference from other mature card issuing institutions and faces great pressure in credit card marketing.This paper takes Wuhai Branch of M Bank as research object and analyzes its current credit card marketing situation to find that it exists with the phenomena such as low card-issuing quantity,slow speed in card-issuing quantity and low card usage rate,which has seriously affect healthy and sustainable development of its credit card business,therefore,it is needed to find out existing problems in its credit card marketing strategy and corresponding reasons,and then optimize and improve its marketing strategy thus to enhance its core competitiveness in credit card market and finally grasp large market share rapidly.Based on introducing the research background,research significance,literature overview and related theories systematically,this paper conducts deep analysis on the credit card marketing strategy of Wuhai Branch,analyzes the political,economic,social and technical environments for its credit card marketing from macro perspective,and analyzes the competitors from micro perspective.Meanwhile,this research conducts deep research from product strategy,pricing strategy,marketing channel and promotion strategy,and finds out corresponding reasons for various problems.In order to formulate optimization strategy better,this paper adopts questionnaire method to investigate the credit card consumers in Wuhai thus to know and master the consumer preference and the influencing factors for them to select credit card,and finally bases on modern marketing idea and theory to propose optimization scheme for its marketing strategy and corresponding guarantee measures.This research is highly targeted and starts from the current situation to provide feasible suggestions and guarantee measures for credit card marketing strategy improvement of Wuhai Branch,which is of certain practical and academic value.