Research On Credit Card Marketing Strategy Of Bank A Liaoning Branch

Credit cards originated in the United States in the early twentieth century.In this period,some non-bank institutions such as department stores,in order to attract customers and expand their turnover,produced plastic cards,which were used to carry out credit sales services.After a gradual evolution,the world’s first bank credit card was officially issued in 1952 at Palace Franklin Bank in California,USA.It was not until 1985 that the Zhuhai branch of Bank of my country established Zhuhai Credit Card and issued the first domestic credit card,marking the official opening of the domestic credit card market.Today,after more than 30 years of development,my country’s credit card system is gradually standardized,and its popularity has also been unprecedentedly improved.Liaoning Branch of Bank A,as the four largest state-owned banks,has achieved explosive growth in credit card marketing business with the rapid growth of my country’s economy with its solid business foundation and good brand image.However,with the increasingly fierce market competition,the Liaoning branch of Bank A has lost its advantage in the credit card business.On the one hand,the economic downturn has increased the scale of bank credit risk and reduced the profit margin of Bank A;on the other hand,the rise of Internet finance and third-party payment platforms has gradually eroded the credit card market.Facing the "internal and external troubles" of the credit card competition market,how the Liaoning branch of Bank A adapts to the market situation,relies on local customers,and develops credit card marketing strategies according to local conditions is an urgent problem to be solved.Based on the actual operating conditions of the credit card business of Bank A Liaoning branch,this research summarized and combed domestic and foreign literature and periodicals to find out the problems in the marketing business of Bank A Liaoning branch.After repositioning the credit card target market in Liaoning Province,a complete marketing strategy was constructed for the Liaoning branch of Bank A based on the 4P marketing theory.In product strategy,by establishing scientific marketing concepts,promoting the differentiation of credit card products and design innovation;in price strategy,by optimizing profit structure,reducing product and customer costs,making credit card pricing more flexible and adapting to the market situation;in channel strategy,by Establish mutually coordinated online and offline marketing channels to improve the efficiency of credit card marketing for customers in the target market;in terms of promotion strategies,strengthen marketing interactions and integrate and optimize advertising.At the same time,in order to ensure the smooth implementation of marketing strategies,this research proposes safeguard measures from four aspects:organization,manpower,culture,and information.This research is of practical significance for the Liaoning Branch of Bank A to solve the marketing problem of credit card business,and at the same time,it can provide effective reference for other banks.