Research On Marketing Strategy Of ZX Bank Credit Card In Yunnan Province

The domestic credit card market has now reached a mature stage of development,and all banks are constantly looking for entry points into their own markets.However,the credit card market is showing more and more drawbacks,the credit card between banks is not significantly different in terms of functions and rights,brand advantages are not obvious;in addition,the impact of Internet financial products such as We Chat,Alipay,etc.also brings great challenges to the traditional bank credit card business.Therefore,to convert the early marketing mode of market grabbing,cost fighting and vicious competition,and to develop scientific marketing strategies to implement differentiated marketing becomes a problem that commercial banks must solve.This thesis takes ZX Bank’s credit card business in Yunnan Province as the research object,based on regional marketing theory,differentiation theory and STP theory,and analyzes the bank’s credit card business marketing strategy in Yunnan Province through literature analysis method,SWOT method and research method,etc.,and deeply studies the development history,marketing status and shortcomings in the development of ZX Bank’s credit card business in Yunnan Province.And the SWOT analysis of marketing of ZX credit card in Yunnan Province is carried out systematically,based on the actual situation in Yunnan Province,the STP analysis of ZX credit card in Yunnan Province is carried out from three aspects of market segmentation,target market and market positioning,and then the main strategies of regionalized development of ZX credit card in Yunnan Province are proposed.The main conclusions are as follows: from the internal point of view,the advantages of ZX credit card in Yunnan Province are reflected in the marketing focusing on scene innovation,product fitting customer needs and strong risk control ability,but the single marketing means,lack of core business district and little autonomy of sub-center are its shortcomings;from the external point of view,it also has development opportunities,such as large space for credit card development,development of new technology and relevant policy protection,while It also faces the threats of economic downturn,pressure of various credit risk control and fierce competition from peers.Overall,the current operation of ZX credit card in Yunnan Province is in a situation where the internal advantages outweigh the external disadvantages and the external opportunities face more than the threats.The STP analysis of ZX credit card in Yunnan Province found that in terms of geographic segmentation,there is a big difference in the number of customers and cardholders in each region of Yunnan Province,so regional differentiation should be implemented;in terms of demographic segmentation,it is found that the future operation should focus on people aged 34-35 years old,while the customer group aged 40-49 years old has a low proportion at present,but it has a high business value and can be operated more,and the customer group aged 20-34 years old should be strengthened.For customers aged 20-34,we should strengthen the stickiness of their cards;government agencies/social organizations and public utilities can strengthen customer acquisition,while commercial trade,retail services and construction industry should strengthen the promotion work;at the level of education,the higher the education,the higher the value,especially the highly educated women have more room for development.In terms of lifestyle,the focus should be on the "immediate needs + quality" of life scenes for operation.In terms of behavior,the analysis shows that the value of customers aged 35-54 is relatively high and the risk tends to be relatively low in the region,so the customer value performance is better.The regional marketing strategies of ZX credit card in Yunnan province mainly include designing differentiated products,perfecting price system,optimizing promotion strategy and optimizing channel strategy.Meanwhile,it is suggested that it is necessary to improve risk management system and optimize management structure to ensure the good dynamic development of ZX bank in Yunnan Province.