Research On The Differentiated Marketing Strategy Of GS Bank Credit Card

With the continuous improvement of the level of economic development and the development of Internet information technology in China,the traditional industry is constantly impacted,and the banking and credit card industry is also facing many difficulties.Credit cards have experienced more than 30 years of development in China.With the continuous expansion of business scope,it has gradually formed an increasingly perfect development model.However,how to seize a place in the fierce market competition is still a problem faced by every company.At the same time,under the influence of economic globalization,China's banking credit card industry is also facing unprecedented challenges and opportunities.Only by constantly improving the current credit card marketing model and actively adjusting marketing strategies,can we catch up with the international pace as soon as possible and achieve better development.The first part of this paper introduces the writing background,purpose and significance,writing ideas and so on.The second part collates and introduces the related theories and domestic and foreign related research.The third part mainly analyses the current situation of domestic credit card industry.The fourth part is to analyze the credit card marketing environment of GS Bank.The fifth part analyses the current marketing situation of GS Bank.The sixth part carries out STP analysis on the shortcomings of GS bank's internal and external environment.Firstly,it carries out market segmentation,carries out target market selection on the basis of market segmentation,and finally carries out accurate customer market positioning,which lays a foundation for the formulation of differential marketing strategy in the later stage.Chapter VII formulates a differentiated marketing strategy with GS Bank's development characteristics in view of GS Bank's marketing environment and market positioning.It integrates product functions,promotional means,price system,brand image and customer service,and formulates a comprehensive differentiated marketing strategy.It is hoped that this study can be further developed for GS Bank.The exhibition provides some reference.