Research On Marketing Strategy Of Credit Card Business Of H Bank Beijing Branch

With the rapid development of the domestic economy,the consumer credit business has developed rapidly,and credit card products have been accepted and used by more consumers.The credit card business,as an important source of income,has brought stable profits,making the banks focus on developing the credit card business.The credit card industry is under the pressure of economic downturn,stricter supervision and industry competition,which has had a great impact on its development.The industry development model has changed from extensive to refined operation,from high-speed growth to a stable trend,and the development of credit cards has developed into a stable and healthy trend of compliance.With the popularity of mobile payment,the credit card business is becoming more and more mature.The credit card business of Bank H Beijing Branch not only faces competition in the same industry and the pressure of small consumer loans launched by e-commerce platforms,but also is strongly impacted by third-party payment platforms.Therefore,banks need to constantly innovate to find breakthroughs to meet the differentiated needs of customers,which is an urgent problem for major banks to solve.Based on the theory of service marketing and taking H Bank Beijing Branch as the research object,this paper conducts an in-depth study on the marketing of the credit card industry.In this context,firstly analyze the marketing status of the credit card business market of H Bank Beijing Branch,and analyze and summarize the general situation,business status,and business marketing problems of H Bank;Analyze and find the future development direction of Bank H by analyzing the environment;secondly,use the STP strategy to analyze and determined the target market and target customers of credit cards;using the combination theory of service marketing,put forward the marketing strategy of the credit card business of Bank H Beijing Branch.Optimize the plan,and finally formulate safeguard measures from the aspects of information construction,human resources,risk control etc,so that the optimization plan can be effectively implemented.