Research On The Credit Card Marketing Innovation Of J Bank Under The Background Of "Internet +" Financial Environment

With the rapid development of China’s market economy,people’s credit demand is higher and higher.The corresponding,credit card has been the " hotly contested spot" of commercial banks and the key point of market competition.With the deepening of reform and opening up,the financial industry is becoming more and more open and inclusive,On the one hand,various local commercial banks and foreign banks have settled in one after another;on the other hand,as the rapid expansion of internet finance,various online consumption and payment platforms gushed out,which had a huge impact on J bank’s credit card business.In the fierce competitio,how to innovate the development concept,and develop personalized credit card products adapt to the development of the times,has become an urgent problem for J bank.This paper takes J bank’s credit card business as the research obJect,uses SWOT analysis,"7Ps" marketing mix theory and differentiated marketing theory to analyze the development status of J bank,and summarizes the existing problems in J bank’s credit card marketing process.Firstly,in terms of products : J bank’s credit card is short of innovation,serious homogenization of credit cards launched with other industries,inadequate customer segmentation,and inability to meet the personalized needs of customers.Secondly,in terms of price: the marketing cost is high,the profitability is insufficient,and it can’t really attract customers.Thirdly,in terms of channels: the marketing channels are single and the marketing ability is insufficient,the scene acquisition ability is poor,and the online publicity is insufficient.Fourthly,in terms of promotion: lack of innovation awareness.Fifthly,in terms of personnel: lack of professional talents,various products of credit card line are fighting each other,lack of good training and performance appraisal mechanism.Sixthly,in terms of process: lack of communication between front-end marketing personnel and back-end approval personnel,and imperfect post loan risk management mechanism.Seventhly,physical display: online services need to be further improved.In view of the above seven problems,the corresponding optimization strategies are proposed,respectively.Firstly,in terms of products: work on product innovation,product functions,customer personalized needs and other aspects to improve customer satisfaction.Secondly,in terms of price: flexible pricing method for trial operation of customers with different contribution.Thirdly,in terms of channels: broaden the sources of big data and the ability of scene acquisition,and open up all-round scene acquisition channels online and offline.Fourthly,in terms of promotion: establish brand effect and create differentiated products through multiple channels.Fifthly,personnel: establish a professional credit card customer manager team,strengthen the linkage marketing of credit card products,and improve the training and performance distribution mechanism.Sixthly,in terms of process: establish a perfect communication mechanism for front and back desk personnel,and at the same time cooperate with all parties to do a good Job in post loan management.Seventhly,physical display: introduce artificial intelligence into online service platform to improve customer satisfaction.Then,from the six aspects of broadening the new generation of data sources,changing ideas,skillfully borrowing platforms,carrying out cross-border cooperation,high-level marketing,actively carrying out the "second development curve" and doing a good Job in risk prevention and control,this paper puts forward the specific implementation plan of the optimization strategy to improve the comprehensive competitiveness and market share of J bank’s credit card business.Finally,the future development of J bank is prospected.