Research On Marketing Strategy Of Credit Card Shangrao Branch Of China Minsheng Bank

In the new era,China’s economic development is in a transitional stage,and Internet finance has gradually emerged,which has had a major impact on traditional banks.Under such an impact,banks must undergo positive innovation to deal with shocks and challenges.Credit card business is an important intermediate business for the development of commercial banks,which can bring a large income to banks,but it also faces greater risks.As of 2018,the cumulative number of major commercial banks in the country has exceeded 100 million,but there are still problems in China’s credit card with more sleep cards and more homogenization.In recent years,the overall marketing strategy of card center is obviously deficient,lacking of clear market positioning and differentiation features,no novel products to attract customers,and low conversion rate for potential users.Facing the huge challenges brought by the new market environment,shangrao branch center should make a comprehensive analysis based on the marketing status of credit cards of branches,and make a comprehensive summary and treatment of the marketing strategies adopted by major Banks in the current environment,so as to avoid all kinds of problems while drawing lessons from them.It is of great significance to improve the marketing effect of credit card center of shangrao branch of China minsheng bank and solve the problem of its market share.This paper summarizes the research results and Suggestions of domestic and foreign scholars on credit card marketing strategies through the method of literature and case analysis,and summarizes the credit card marketing elements and the basic theory of credit card marketing through a large number of domestic and foreign literature and conclusions.Through the method of questionnaire to find out the existing problems,and then analyze the existing problems to lay the foundation for the marketing strategy.Then the competitors and consumers are studied to understand the successful methods of competitors and customers’ consumption status and credit card demand.Finally,the positioning of credit card marketing is determined,and the development direction of credit card marketing of China minsheng bank shangrao branch is determined from four aspects: product strategy,channel strategy,price strategy and publicity strategy.Based on the marketing theory,this paper comprehensively investigates the actual marketing status of credit card center in shangrao branch of China minsheng bank,understands its internal and external environment,and proposes specific strategies for credit card business marketing.In order to ensure that the credit card center marketing strategy of China minsheng bank shangrao branch is implemented effectively,this paper proposes to conduct customer segmentation and positioning in the actual marketing,and specifically analyzes the feasibility of the marketing strategy,so as to establish a good marketing concept.The conclusion is obtained through practical research.The development space ofcredit card business is very large,the development of credit card business is the focus of the optimization of marketing strategy,to combine the new development concept to pay attention to the cultivation of customers,combined with the perfect customer management system to provide targeted services.China minsheng banking credit card shangrao sub-center in actual development must formulate reasonable product strategy,according to different groups to launch different types of products,at the same time,it must optimize the channel strategy,on the basis of existing channels,exploring the depth of the customer,in strengthening the human resources safeguard,strengthen credit risk management,and technical support,on the basis of the overall marketing effect.