Research On The Marketing Strategy Of Z Bank Credit Card Installment Business Under The Background Of Big Data

With regard to credit card staging,there are extensive research results at home and abroad,covering credit card staging business marketing channels,business scenarios and other links.In terms of marketing strategy,the research objects are mainly state-owned banks,joint-stock banks and urban commercial banks,while the research on rural commercial banks is relatively small.With the development and application of financial technology,the research of credit card staging business has begun to turn to big data mining and precision marketing.Based on the small and medium-sized banks in Nanjing,Zhenjiang and Yangzhou,serving agriculture,rural areas and farmers,serving small and medium-sized banks and serving urban and rural markets,this paper takes Z Bank,a local legal person banking institution in Nanjing,as the main body of the research,and analyses the current situation and bad situation of Z Bank’s credit card and credit card staging marketing under the background of the application of big data technology.And from the product,price,channel,risk,personnel and other aspects of analysis,to explore the development status and existing problems in the credit card installment business marketing.This paper uses classic theories and analytical tools such as PEST and SWOT to deeply analyze the macro-level of politics,economy,society and technology and the micro-environment of internal advantages,internal disadvantages,external opportunities and external challenges faced by Bank Z.Combining financial business and financial technology,under the background of big data technology,taking 4Ps theory as the framework,this paper puts forward marketing strategies for Z bank credit card installment business marketing from the perspective of product,price,channel and promotion.Finally,on the implementation of the marketing strategy,from the three aspects of human resources,business processes,risk control management,put forward safeguard measures,and then implement precision marketing,improve the success rate of marketing,reduce marketing costs and risks,help them develop this business well,and contribute to the economic development of Nanjing,Zhenjiang and Yangzhou.