| In recent years,with the trend of Internet Finance,more and more bank credit card centers not only build their own network marketing team,but also carry out online diversion cooperation for new credit card users with the help of outsourcing service providers who have advantages in big data and internet traffic,trying to reduce customer acquisition costs,improve the growth rate of new users and expand user coverage.Aiming at the current situation of high cost and difficult increment faced by bank credit card marketing,relying on its own technical team,traffic operation and other advantages,company A has developed card banking app,which integrates the application channels of credit cards of many banks.With unique traffic distribution and fission mode,company A specializes in providing Internet customer service for banks,meets the needs of online customer acquisition of bank credit cards,and optimizes the customer card application experience,It has also realized the rapid growth of card issuing performance for cooperative banks.Based on the papers of foreign and domestic experts on credit card marketing,this paper makes it clear that the benefits of finding new credit card users by banks through Internet channels,which is the inevitable trend of the development of the industry.At the same time,using the methods of market research and case analysis,this paper selects company A,which is relatively leading in the credit card outsourcing service industry,as an example,conducts market research on the demand and use experience of card banking app,deeply analyzes the marketing status of card banking app in combination with PEST and SWOT analysis,and points out the shortcomings of marketing strategy,and proposed that company A should introduce flexible employment and salary payment mechanism,improve the intelligent robot customer service system in order to improve the marketing strategy. |
