| Since the reform and opening up,China’s economy has grown rapidly,with its per capita GDP exceeding US $10,000.China has entered the ranks of middle-income countries.With the continuous improvement of people’s living standards,the consumption concept has shifted from traditional conservative to accept borrowing and consumption,and all kinds of consumer demand is increasing day by day.As an important part of the consumer credit of commercial banks,the credit card installment business of commercial banks has maintained rapid growth in recent years,and it is also an important profit source for the retail business of commercial banks.Under the current expansion of domestic demand and building a new development pattern of domestic and foreign double cycles,Z Bank Y Branch takes credit card installment business as a business vigorously developed in the retail sector.At the same time,with the banks in the credit card installment business sector,the competition between the industry is increasingly fierce.In addition,with the cross-border competition of Internet financial credit card products such as Ant Check Later,Jingdong IOU and TikTok monthly payment,the credit card installment business of Z Bank Y Branch is facing a severe competition situation.How to break through the competition,expand market share and establish brand image is an important problem to be solved in this paper.This study mainly studies the improvement of marketing strategy of credit card installment business of Z Bank Y Branch,and discusses the marketing situation and strategies of commercial banks in China under the background of the change of residents’consumption concept,the new normal of economic development,and the change of interest fee.The research object of this study is Y branch of Z Bank,an important city in the Yangtze River Delta urban agglomeration,which expounds the overall situation,competitive environment and marketing strategy of Y branch of Z Bank in the credit card installment business.Based on STP theory and 7PS marketing theory,it analyzes the macro environment of credit card installment business of Z Bank Y branch through PEST analysis method.The methods of literature research,questionnaire survey and case study were used to analyze the problems existing in the marketing strategy of Z Bank Y Branch,mainly including products,pricing,channels,promotion,service process,personnel and tangible display.These problems are mainly manifested as the lack of product innovation,no price advantage,lagging channel development,low quality and efficiency of promotion strategy,imperfect staffing,more complex service process than the same industry,insufficient tangible display and other problems.In view of the above problems,this paper determines the selection and positioning of the target market by making a good STP strategic planning.Relying on STP strategy and 7 Ps marketing management theory,this paper puts forward marketing combination strategy,subdivides customer types,innovates marketing ideas,and develops marketing channels.Strategy optimization mainly puts forward the combined marketing optimization strategy from seven aspects,such as product,price,channel,promotion,personnel,service process,tangible display and so on,to optimize,so as to adapt to the increasingly competitive market and compete for market share.In addition,Z Bank Y Branch also needs to provide safeguard measures from four aspects:performance appraisal,human resources,risk compliance,and cost support. |
