| In recent years,the consumer financial market has continued to develop vigorously.Combined,driven by the empowerment of fintech and industry competition,various banks have continuously increased investment in technology,accelerated the application of the whole business process technology,and promoted the promotion of marketing strategies in various segments,in order to gain greater market competitiveness.Based on the 4Ps marketing theory and its analysis tools,the literature analysis,comparative analysis and other related research methods are used to analyze the YC Bank,and the corresponding research results are obtained.first,Analyze its macro environment and the demand and behavior of credit card customers,Understand the existing competitive situation,policy and market opportunities and other factors;next,This paper expounds the marketing status of YC bank credit card installment business,Analysis the problems and causes of credit card installment business from the aspect of4 Ps,Lay the foundation stone for the research and development of marketing strategies;once more,Marketing objectives were clarified around the objective situation of YC Bank,From the four aspects of product,price,channel and promotion,respectively,Detailed the marketing strategy of credit card installment business;last,From the perspective of organizational management,information technology and risk management,and human resources,The implementation guarantee measures of credit card installment business marketing strategy are put forward.This study plays a positive role in promoting the marketing strategy research of YC Bank,and the corresponding analysis process and research results provide reference for the credit card installment business marketing strategy research of other interbank banks. |
