Research On Credit Card Marketing Strategy Of Bank S In The Context Of Big Data

With the improvement of residents’ income level,consumer demand is becoming increasingly strong,which has promoted the vigorous development of the consumer finance industry.As half of the consumer finance industry,credit card business still has room for development in the future.Of course,the credit card business is not smooth sailing,through the barbaric growth stage of "horse racing",before the impact of Internet finance business,after the head bank advantage competition,the development of regional bank credit card business is challenged.Fortunately,the development of new technologies such as big data,cloud computing,and AI artificial intelligence has also brought new vitality to the credit card business.This paper selects the credit card business of Bank S as the research object,and combines the background of big data to study the bank credit card strategy.Based on STP marketing theory,4P marketing theory,customer life cycle theory,big data concept and other methodologies,this paper analyzes the marketing strategy of Bank S’ credit card business through literature research,case analysis and comparative analysis.The analysis found that Bank S had problems such as unclear target customers,single products,high prices,and unattractive activities,which were due to broad market positioning,disconnection between product design and the market,lack of accurate pricing capabilities,unclear customer portraits,and weak risk control capabilities.This paper combines the actual situation of Bank S and gives the strategic arrangement of big data marketing credit cards.First of all,formulate the big data platform marketing strategy of the credit card center,then build the big data platform of the card center,and finally apply big data marketing to the actual business of credit card marketing.Help Bank S gain a place in the second half of the credit card business competition.This paper innovatively applies "big data" technology to guide credit card marketing strategies,promotes the new situation of business development with data,and also provides a reference for commercial bank credit card marketing.