Research On Precision Marketing Strategy Of Credit Card Installment Business Of Bank Of China SX Branch

At present,due to the intensifying market competition,the profits of commercial banks are getting lower and lower,and the credit card installment business,as the main source of profit,has become the main content of competition among commercial banks.Credit card is one of the main payment media in my country’s current consumption field.It is an important product to improve the profit of commercial banks’ retail business and promote the development of national consumption.In recent years,the rapid popularization of mobile payment,mainly We Chat and Alipay,has greatly hindered the growth of offline credit card business.On the other hand,the settlement volume and issuance volume of credit cards will increase rapidly with the increase of the card binding rate of online payment,and the credit card installment business still has great potential for improvement in the future.At present,many commercial bank credit card marketing is still stuck in the traditional wide-spread net mode,the marketing accuracy is insufficient,it is impossible to locate high-quality customers,and the marketing effect is not ideal.The construction of a data-driven precision marketing system for credit card installment business can fundamentally change the traditional credit card installment business marketing model.Based on the research results of the existing literature,this paper uses the literature research method,interview investigation method and data analysis method to carry out analysis,and conducts an interview with the precise marketing of the credit card installment business of Bank of China SX branch.The data of the credit card installment business marketing of Bank of China SX branch is analyzed,and the existing problems and reasons are obtained on this basis,and the countermeasures for improvement are proposed.The purpose of this paper is to improve the precision marketing efficiency of the credit card installment business of Bank of China SX branch through the research on the precise marketing strategy of the credit card installment business of Bank of China SX branch.The specific research contents are as follows:First,in order to comprehensively analyze the current situation of the credit card installment business marketing of Bank of China SX branch,this paper uses literature research method,interview survey method and regression analysis method to analyze the current situation of the credit card installment business of Bank of China SX branch,from the four aspects of product,price,channel and promotion.analyzed from an angle.Secondly,the research and analysis of the problems and causes of the credit card installment business marketing of Bank of China SX branch,the isomorphism study found that in terms of existing problems,market segmentation and target market selection are not accurate enough,big data technical support is insufficient,and marketing strategies are single As well as the lack of marketing incentives,we will investigate the reasons,including the lack of accurate marketing of customer portraits,insufficient application of big data mining,inadequate differentiated marketing work,and lack of effective assessment mechanisms.Thirdly,it analyzes the target market segmentation and market positioning of the credit card installment business of Bank of China SX branch,uses the distributed database and KNN model to build a precise marketing system,and clarifies the target market segmentation and market positioning.Finally,the precise marketing strategy of the credit card installment business of Bank of China SX branch is clarified.The research results show that the precise marketing of the credit card installment business of Bank of China SX branch should be based on the 4P marketing theory.The price strategy of preferential cost,the implementation of the channel strategy of online and offline coordination,the promotion of multi-level and multi-form promotion strategies,and the combination of the core ideas of the above strategies and technical means to form a complete new marketing system.The innovative work of this paper is reflected in two aspects: First,through continuous improvement of this system,the overall digital transformation of the bank’s credit card sector can be promoted,providing ideas for the improvement of the precise marketing of the credit card installment business of Bank of China SX branch,and at the same time for the same industry.The improvement of the credit card installment business marketing work provides a good example and reference.