Research On Precision Marketing Strategy Of Credit Card Based On Customer Demand

With the advent of new regulations on capital management,major commercial banks in China continue to intensify financial innovation and strive to develop inclusive finance.The most important way to develop Inclusive Finance is to vigorously develop safer,more efficient and more convenient payment and settlement services.It is the duty-bound responsibility of every commercial bank to establish and improve the channels and networks of payment and settlement for the general public.After the Nineteenth National Congress,great changes have taken place in the consumption concepts and settlement methods of Chinese residents.Under this background,credit card staging business has become the key step for commercial banks to return to its original source and the only way to seize market share.The concepts of new retail and network transformation will also be deepened and practiced among commercial banks.During this period,theories such as "Precision Marketing" model and "Customer Portrait" developed rapidly.Thesis on the basis of summing up related marketing theory,through the analysis of the agricultural bank LZ branch related data,respectively from the Angle of supply and demand analysis for the credit card marketing market environment,based on the SWOT strategic analysis method analyzes the credit card marketing environment,to 4 p marketing theory to establish the agricultural bank LZ branch strategy framework analysis,from the macroscopic market environment,to medium marketing environment,to the micro concrete policy framework,finally it is concluded that the credit card precision marketing strategy in the multi-dimensional combination play an important role in business development,and puts forward related Suggestions.In order to realize the precision marketing of credit card in the context of big data era of agricultural bank of China LZ sub-branch,based on SWOT analysis of external opportunities and threats,internal advantages and disadvantages of LZ sub-branch,SWOT matrix analysis strategy was constructed,and a set of strategic choice path and specific implementation plan were formulated.SO(growth strategy)relies on internal strength and insight into the external environment.WO(reversing strategy)overcomes inherent weaknesses and takes advantage of external opportunities.ST(diversification strategy)gives play to internal advantages and avoids external threats.WT(defensive strategy)reduces internal resistance to external shocks.On the basis of the framework analysis of precision marketing strategy of credit card business of LZ sub-branch,this paper provides strategic framework analysis for the credit card marketing of LZ sub-branch from the four perspectives of target customer group establishment strategy of precision marketing--People,credit card Product Promotion strategy--Product,channel strategy--Place and Promotion strategy--Promotion,and obtains the credit card combination strategy.Analyze the internal assessment policy to improve the ideological awareness of the whole staff;Credit card task allocation and marketing statistics;Publish the performance measurement in real time,and encourage employees to continue to do a good job.Win in the lobby,make full use of big data and lobby manpower,to achieve true precision marketing;Highlight the key points,focus on manpower,strengthen the advantages of product marketing;Grasp advantage sharing and promote marketing penetration;Grasp the platform construction,tamp the card foundation.In the fine operation stage of credit card business,we should learn from the development experience of foreign advanced credit card industry,pay more attention to the business quality and operating efficiency,accelerate the implementation of business transformation,and ensure the sustainable and healthy development of business.On the basis of data mining,to promote the optimization of customer structure reform;Promote credit card innovation and reform on the basis of market;Accelerate customer service reform based on service;Take the tool application as the method,carries on the risk management reform.