The Marketing Strategy Research Of Credit Card Based On Customer Delivered Value-A Case Study Of HS Bank

As a convenient payment and credit tool,credit cards have been integrated into people’s daily work and life.Credit cards originated in the United States in the 1950s.In the spring of 1950,American businessman Frank McDonald and his friends founded the "Diners Club" in New York,the predecessor of the Diners Club.The Diners Club provides members with a card that can prove their identity and ability to pay.Members can use the card to specify 27 restaurants to record their expenses without paying cash.This is the earliest credit card.The nature of such credit cards that do not require bank processing is a commercial credit card.In recent years,credit card business has increasingly become an important source of value creation for various commercial banks.Various banks have invested a large amount of people and property to seize market share.Commercial bank credit card products and services are increasingly diversified,and the credit card market has entered a stage of deep cultivation and market.Competition is fierce.In the current and future period,as China’s economic restructuring continues to deepen,the main driving factors of economic growth will shift from investment-led to consumption-led.As an important consumer financial product,credit cards still have broad development space in the future.At the same time,the rapid rise of Internet finance and mobile payment and the closer integration with credit cards have brought new opportunities and challenges to the bank credit card business.In this context,it is of great practical significance to study the improvement suggestions of commercial bank credit card marketing strategies.As one of the important means of brand image promotion and market acquisition,marketing strategy is worth considering.In the past,HS Bank has always taken the public business as its foundation.In the current economic environment,it is extremely urgent to promote the transformation of retail business.The development of credit card business as an effective means can reshape the brand image,expand the profit base,enhance profitability and overall competitiveness.In addition,it can also promote the optimization of HS Bank’s business model and asset and liability institutions,and improve market risk resistance.At present,with the transformation of China’s economy and the maturity of the development of mobile Internet technology applications,the influence of Internet finance is increasing day by day.It is difficult for bank profits to maintain rapid growth momentum and have been transformed into retail banks in order to obtain higher profit margins.Under such an economic and technological environment,HS banks should ponder how they can use their own business and business characteristics to develop strengths and circumvent weaknesses,stand out in the credit card business market competition in the region,gain advantages and become the leader in the development of credit card business in the region.Taking the regional city commercial bank HS Bank as an example,taking the credit card marketing research as the theme and taking the customer transfer value as the theoretical framework,this paper deeply analyzes the current situation and existing problems of HS Bank credit card marketing,and points out that HS Bank credit card business is in product,pricing,Insufficient aspects of personnel service,brand image and process,and targeted improvement suggestions for HS Bank credit card marketing strategy.The innovation of this paper is to study the credit card business marketing strategy based on the new perspective of regional city commercial bank and customer transfer value.Based on the current situation of HS bank credit card business marketing,this paper analyzes the existence of credit card business marketing.Problems and reasons,and targeted marketing strategy recommendations,to provide strategic support for the further development of HS Bank credit card business.The second is to combine the theory and practice,take HS Bank credit card business marketing as the research object,based on the status quo,through the collection,analysis and application of its data information,a comprehensive analysis of the problems in the bank’s credit card marketing,and provide related countermeasures.These strategic suggestions are not only conducive to the improvement of credit card marketing work of HS Bank,but also provide reference for the marketing of credit card business of other city commercial banks to a certain extent.