| Since the reform and opening up,China’s economic level has developed rapidly,and the pulling effect of residents’ consumption growth on economic development has been further strengthened.China’s consumer market presents diversified and personalized characteristics.As the main carrier of consumer payment in China’s financial system,credit card plays an important role in stimulating China’s economy and facilitating consumers.This study mainly studies the improvement of credit card installment business marketing strategy of Shenzhen Branch of bank M,discusses the hot issues such as marketing strategy and strategy of China’s commercial banks under the background of significant changes in residents’ consumption concept and mode,which is of great value to solve the problem of credit card installment business marketing strategy of Shenzhen Branch of bank M,It provides a reference scheme for the marketing of credit card installment business model of commercial banks in China.The research object of this study is the credit card center of Shenzhen Branch of bank M located in the hinterland of Guangdong,Hong Kong and Macao.By objectively listing the overall overview,marketing status,marketing strategy status and marketing management status of the center in terms of credit card installment business,this study mainly relies on 7PS marketing theory,STP strategy,commercial bank operation theory and risk management theory,and adopts literature research method,case study method,combination of qualitative and quantitative methods,By analyzing the problems of the center’s credit card installment business in terms of marketing concept,mode and strategy,it is found that the center’s marketing strategy in installment business has problems in products,pricing,channels and promotion.These problems are mainly reflected in the homogeneity of product positioning,single product pricing,rigid marketing channels,outdated promotion methods,insufficient humanistic construction,incomplete process control,physical display can not adapt to the trend of the times,etc,The causes of these problems are mainly due to the dislocation of marketing strategy,the backward concept of product marketing,the insufficient construction of marketing team,the low effectiveness of marketing strategy and so on.In view of this problem and its causes,this study makes a good choice of STP strategy and accurately positions the target market on the basis of determining the target market and the choice of target market.According to STP strategy and 7PS marketing theory,this paper puts forward the marketing improvement scheme of the bank,systematically positions the target market and customer groups scientifically,adapts to the changes of market demand,and adjusts the marketing mix strategy of the enterprise.These strategies are mainly optimized from improving core product design,implementing pricing differentiation strategy,building diversified channels,refining promotion forms,three-dimensional staffing,humanized process control and establishing characteristic brand image,so as to meet the needs of the market and customers,expand business scale and comprehensively optimize the marketing strategy and mode of credit card installment business of Shenzhen Branch of bank M.At the same time,it puts forward implementation measures from the aspects of system construction,organization management,business process and risk control. |
