Research On The Credit Card Marketing Strategy Of J City Commercial Bank

With the 40th anniversary of reform and opening-up,China's economy has entered a new normal.As one of the most widely used payment tools in residents'daily life,credit card has played an increasingly important role.However,the credit card business in China started later than that in European and American countries.At the same time,due to people's different consumption concepts,the credit card business has not been greatly developed and improved.But as people's consumption attitudes have gradually changed,the Chinese market has gained a number of loyal credit card users.At the same time,under the guidance of regulatory policies,the number of credit cards issued and the active rate of cards in China are on the rise year by year,and credit card consumption has been integrated into every aspect of residents' life.With the increase of credit card issuance by commercial Banks in China,the market is gradually saturated.Meanwhile,due to the huge threat of Internet financial products,the credit card market competition is basically in a white-hot state.J city commercial bank established the credit card center in 2017 and issued the credit card in that year.In order to win a place in the competitive market,J city commercial bank also adopted corresponding marketing strategies,but failed to improve its credit card business to be more competitive in the market.In this paper,Starting from the research background and research significance of the subject,studied and understood the relevant marketing theories in detail and improved the corresponding theoretical knowledge level.At the same time,the macro environment and industry competition environment of J city commercial bank's credit card are analyzed in detail,and its advantages and disadvantages are studied.Secondly,through the research on the credit card market segmentation of city J commercial bank,its market positioning and target market are determined.Finally,based on the corresponding analysis,the paper proposes the marketing improvement strategy of city J commercial bank.