Research On Precision Marketing Strategy Of Credit Card In Zhoushan Branch Of Bank Of China

Zhoushan City,Zhejiang Province,with the completion of the cross-sea bridge,its population has surged.The city economy has developed spurt.More and more banks have settled in Zhoushan,wanting to divide this original cake,and the credit card has undoubtedly became a must for all.The Bank of China Zhoushan Branch also settled in Zhoushan at the first time and established a bank card center in the same year.I am fortunatly to be a product manager at the bank card center of the Bank of China Zhoushan Branch.This paper analyzes the credit card business data of the Bank of China Zhoushan Branch for nearly 30 years and finds that although it has achieved remarkable results in the credit card business development,its marketing model has exposed many problems.First,the proportion of effective cards is reduced,and the average card income is reduced.Second,product homogeneity is serious and out of the local,and precision marketing has no focus.Third,there is a lack of data analysis,customer segmentation is biased,and target customer positioning fails.Fourth,the precision marketing channel is single.Fifth,the demand for personalized services is difficult to achieve,and the level of precision marketing services needs to be improved.Based on the precision marketing and big data theory,this paper also draws on the excellent marketing strategies of relevant financial institutions at home and abroad,and analyzes the problems existing in the current credit card precision marketing strategy of the Bank of China Zhoushan Branch.In several aspects,suggestions for improvement were proposed.First,improve credit card acquisition capabilities through precision marketing.Second,improve credit card activity through precision marketing.Third,increase credit card spending through precision marketing.Fourth,use big data technology to accurately market credit cards.Fifth,create exclusive marketing channels.This paper selects the Bank of China Zhoushan Branch as a case and completes the research on the precise marketing strategy of its credit card business,so that the Bank of China credit card products can be more prominently oriented to the local market in Zhoushan,Zhejiang.The Bank of China Zhoushan Branch can deeply understand customers,adapt to market changes,effectively improve the marketing and service efficiency of financial institutions,reduce marketing management costs,and enhance customer personalized service levels and satisfaction.