Research On Credit Card Marketing Strategy Of A Bank Jinan Branch

Due to the increasing living standard and consumption level of the public,credit card has gradually become a very mainstream payment method,which has been recognized and favored by many people.Cash payment has been gradually replaced by credit cards,making people’s consumption life more convenient.Although the credit card business in our country has a very broad prospects for development,however,because the number of commercial banks is large,and many different types of Internet credit products have been introduced,how to obtain the advantage in the fierce competition,but to realize the healthy development of their credit card business,is the key problem that banks need to solve currently.This paper studies the credit card marketing strategy of Jinan Branch of A Bank.This paper mainly plans to use the literature research method,investigation research method and case study method to carry out the research.Based on the development status and A series of problems existing in the development of the credit card business of Jinan Branch of A Bank,combined with the national policy guidance and requirements,the research results of credit card marketing at home and abroad and the relevant theories of marketing are reviewed,laying the theoretical foundation of this paper.This paper expounds the development history of A bank’s credit card business and Jinan Branch,describes the marketing environment and marketing status of A bank’s credit card business in Jinan Branch by using macro and micro environment analysis and SWOT analysis,and then uses STP strategic marketing theory to carry out market segmentation of the credit card market and clarify the market positioning.Based on the analysis of the market environment and customer group portrait,the customers are classified.Based on the 7Ps theory,the marketing strategy is proposed from seven aspects:product,price,channel,promotion,personnel,tangible display and process.In order to ensure the implementation of marketing strategy,safeguard measures are developed from three directions:performance appraisal,organizational structure and scientific and technological empowerment.