Analysis On The Marketing Strategy Of Credit Card Business Of ICBC T Branch

At present,with the continuous development of China's economy,people's consumption concepts and living standards have been greatly improved,people have a new understanding of traditional consumption methods and consumption concepts,and the acceptance of advanced consumption has been greatly improved.With the continuous publicity of various banks,credit cards are increasingly favored by consumer groups.However,in recent years,due to the rapid development of Internet financial enterprises and the strong supervision of regulatory agencies,the development of credit card business is facing tremendous pressure.Generally speaking,although the credit card business of ICBC T Branch continues to develop rapidly,it also encounters some constraints,such as the gradual weakening of the advantages of the same industry,the need to optimize the business structure,the need to strengthen risk control capabilities,and the weak strength of professional teams.In such a situation,how to promote the sustainable and efficient development of credit card business of ICBC T Branch,how to maintain the advantages and enhance the market share in the inter-industry competition,and how to achieve the overall business objectives of the Branch are all issues that must be considered in the future credit card development.Therefore,it is urgent to analyze the credit card marketing strategy of ICBC T Branch under the new situation.In this context,this paper uses literature research,case studies,interviews,statistical methods and so on,using PEST theory,STP strategy theory,4Ps marketing mix theory,customer relationship management theory to conductin-depth analysis of the status quo,existing problems and improvement measures of credit card marketing of ICBC T Branch.Based on the above analysis,this paper has made the following improvements to the marketing strategy of ICBC T-branch credit card business: First,using the STP strategy,the credit card market is segmented according to the customer's age level,the customer's hierarchy,and the customer's repayment method.To further clarify the target market of marketing and identify the market positioning of T branches.Secondly,using the combination marketing strategy analysis,it puts forward product strategies such as product personalization,improving product service quality,relaxing temporary quota,and doing marketing and management of credit card product loans;formulating flexible pricing strategies;It is necessary to improve outlet marketing assessment,broaden credit card customer access channels,focus on developing merchant business,and use Internet thinking;in the promotion strategy,we must strengthen promotion,focus on using big data mining analysis,and conduct precise marketing.