Research On Optimization Of Credit Card Marketing Strategy In Xinyi Branch Of China Merchants Bank

Credit card was born in the United States.As a way of consumption with profit and risk in direct proportion,its business model and marketing model have been developing for decades and are becoming mature.In 1985,China’s first credit card was born,and it has gone through more than 30 years of changes.With the sustained and healthy development of the economy and the rapid progress of the society,the credit card business of China’s commercial Banks is in the stage of rapid development.The advanced consumption mode of credit card is increasingly favored by consumers,and the influence of this efficient and convenient consumption mode in people’s life is also constantly rising.Under the background of the new era,the credit card business of commercial Banks is confronted with urgent problems in the fierce market competition,such as expanding the customer scale of product market,improving the influence of product brand and expanding the market share of credit card business.Xinyi sub-branch of China merchants bank started late in credit card business and has been in the state of catching up.Its market share is constantly improving,and its products are constantly enriched,gradually forming its own reputation and brand.However,in the process of credit card marketing,Xinyi branch of China merchants bank still has some problems in terms of market localization,marketing channels and promotion methods.How to continuously optimize the credit card marketing model to bring credit card word-of-mouth effect,to a greater extent to meet the consumer needs of diverse groups,to promote credit card business toward more efficient and convenient direction of development are China merchants bank Xinyi branch currently need urgent solutions.This article first through the "4P" marketing theory,STP theory,relationship marketing and brand marketing theory seriously comb,and then to China merchants bank,Xinyi branch credit card business development present situation has carried on the careful analysis,found that there are problems such as narrow coverage of market localization,single marketing channels and low efficiency,and serious homogeneity of products,through the China merchants bank,Xinyi branch credit card marketing macro environment(including the policy and law environment,economic environment,social and cultural environment,technological environment,etc.)and the microcosmic environment(mainly including competitors,customers,etc.)are analyzed,Then from the market positioning,the product,the price,the channel,the promotion five aspects proposed optimized marketing strategy,then from the organization guarantee,the personnel management,the scientific management three aspects elaborated China merchants bank Xinyi sub-branch credit card marketing strategy implementation guarantee.Finally,the paper summarizes and extracts the whole text,and explains the place that needs to be supplemented and perfected.