Research On Marketing Strategy Of Credit Cards For Agricultural Bank Of China Jilin Branch

With the development of China 's economy,the people 's living standards are improving,and the domestic credit card business has also made leaps and bounds.In recent years,commercial banks have continuously settled in Jilin Province,and their marketing methods and capital have been larger than those of Agricultural Bank of Jilin Province.Advantages.From the current share of the credit card market in Jilin Province,Agricultural Bank of China has lagged behind its peers.Because of this,this article will take the behavioral research object of Agricultural Bank of Jilin Province,and research and analyze the problems found in credit card marketing.Scientific and feasible marketing strategy and guarantee measures implemented by it.This article analyzes the marketing status of the Agricultural Bank of Jilin Province branch and finds that it mainly encounters the following problems: the number of issued cards is far greater than the number of valid cards,which will increase the bank's bad assets and cause waste of resources;the marketing method still relies on front-end marketers Outlet marketing or introduction marketing by relatives and friends did not make full use of electronic self-service channels for offsite marketing;service differentiation was not obvious,and the services enjoyed by customers based on their financial assets and contribution were basically the same.Therefore,the Jilin Province Branch of Agricultural Bank must change the marketing strategy to improve the customer experience of consumers at different levels.On this basis,the macro marketing environment of the credit card of Agricultural Bank of Jilin Province was analyzed from the aspects of politics,law,economy,society and technology by using PEST method.Through the Porter Five Forces model,the micro-marketing environment of the Credit Card of Agricultural Bank of Jilin Province was analyzed from the perspective of potential entrants,substitutes,buyers,sellers,and existing competitors.Then use the SWOT analysis method to analyze the advantages,disadvantages,opportunities,and threats of the credit card marketing environment of Agricultural Bank of Jilin Branch,and propose a relatively feasible marketing strategy plan.By analyzing the needs of different consumer groups in the market,comparing the competitive advantages of the industry,and combining the research and development level of the credit card department of the head office,it laid the foundation for subsequent marketing.Use STP analysis method to analyze the credit card marketing of Agricultural Bank of Jilin Province branch from market segmentation,target market selection and market positioning,and segment customers according to the different financialassets of Agricultural Bank,mainly screening wealth-level customers,Financialgrade customers and potential customers are targeted markets.In order to achieve the target market positioning of the bank credit card of the Jilin Province Branch of Agricultural Bank of China and occupy a larger market share,a related marketing mix strategy was developed,which mainly focused on the traditional 7Ps strategy,namely product,price,channel,promotion,personnel,process,material Seven aspects of the environment are discussed: in terms of products,strengthen product innovation,take a distinctive route and improve customer service systems,strengthen brand building;in terms of prices,use added value in the early stages of development to open the market as soon as possible,and start focusing on the middle of the product after entering the mature stage Revenue;in terms of channels,deepen the physical channels while constructing network channels;in terms of promotions,strengthen product promotion efforts,enrich promotional activities,value customer service and make full use of public relations marketing.Then implement safeguard measures for the credit card marketing mix strategy of the Agricultural Bank of Jilin Province branch from three aspects: the establishment of performance evaluation mechanism,talent training mechanism,and risk control mechanism.