Research On Optimization Of Credit Card Marketing Strategy Of W Bank

In recent years,the disposal income of residents is gradually increasing and residents’consumption concept has also changed.The environment of encouraging consumption has created a good opportunity for the development of credit card business.The scale of the credit card industry continues to expand.With the deepening of interest rate liberalization in China,the development space of traditional deposit and loan business is shrinking day by day,and the traditional profit model of banks is quietly changing.Major banks are turning their attention to intermediate business with low capital consumption.Credit card business has strong profitability,attracting competition from major banks,but the fierce competition leads to serious product homogenization and insufficient innovation.At the same time,the strong development of internet finance has also a certain impact n the traditional banking business and the convenience of internet payment tools has brought a great impact on credit card business.How to avoid the above challenges and effectively seize the development opportunities of the credit card market is a marketing problem that commercial banks need to seriously consider.This thesis takes the credit card business of W bank as the research object,uses the methods of questionnaire and interview,takes 7P marketing theory as the framework,obtains first-hand marketing materials,analyzes the problems and causes existing in the process of W Bank’s credit card marketing,including problems in products,prices,channels,promotion,personnel services and so on,so as to clarify the entry point for the optimization of subsequent marketing strategies.The premise of optimizing marketing strategy is to analyze the marketing environment.This thesis further uses PEST analysis to grasp the macro environment faced by W bank’s credit card marketing,uses Porter’s five forces model to analyze the industry competitive environment of W bank’s credit card marketing,and clarifies the next strategic idea through SWOT matrix.On this basis,STP analysis is used to help W bank define target customers and market positioning and based on the framework of 7P marketing theory,seven strategic optimization schemes are put forward,including product strategy,price strategy,channel strategy,promotion strategy,service personnel management strategy,service process management strategy and visible display optimization strategy.The thesis further puts forward safeguard measures for the optimization scheme to ensure that the marketing strategy of W bank’s credit card business can be effectively promoted.This thesis makes an in-depth study on the marketing strategy of W Bank’s credit card business,and finds out the existing problems and causes in the marketing strategy.At the same time,combined with the internal and external environment of W Bank’s credit card marketing,the advantages,disadvantages,opportunities and threats of W Bank’s credit card business are analyzed,and the SWOT matrix is constructed to clarify the direction of the next strategic optimization.Finally,the thesis makes the marketing strategy optimization plan of W Bank’s credit card business and further puts forward the safeguard measures.The marketing strategy optimization scheme in this thesis has been partially implemented and proved to have good practical value and pertinence in practice,which has preliminarily improved the operating performance of W Bank’s credit card business.