| With the vigorous development of digital economy in China,people’s willingness and ability of consumption continue to improve,the acceptance of credit card business is also more and more high.This has laid a good customer base for the development of credit card business.Nowadays,all state-owned banks and joint-stock banks have realized the important role of credit card business in retail transformation,and have invested a lot of manpower and material resources to compete for the market.Private banks and Internet finance companies such as Jingdong,wechat and Alipay are also involved,which seriously hinder the rapid development of credit card business.At the same time,a series of problems such as product homogeneity and low customer activity rate are exposed in the development process of credit card,which have greatly affected the development of credit card business.Therefore,it is imperative to study a set of marketing strategies that meet the requirements of current market environment and can play a good role in credit card business.Postal Savings Bank Branch H is a secondary branch under the head office of Postal Savings Bank.With the brand influence of a state-owned commercial bank and stable customer resources,the development of its credit card business has been showing a high growth trend in the past period of time,but it has encountered some obstacles in the development in recent years.For example,the low active rate of credit card,the lack of customer acquisition through channels,and the rising rate of defects lead to a sharp slowdown in the development of its credit card business.How to successfully complete the planning target assigned by the superior bank and maintain the rapid growth of credit card business of PSBC H branch,these problems need to be solved urgently.This paper on the basis of the relevant theories of marketing,through data analysis on the development of post office bank H branch,using interview method,questionnaire survey method,the method of SWOT,STP analysis,etc,to the post office bank credit card business H branch current problems faced by diagnosis,put forward the corresponding Suggestions to improve marketing strategies and related guarantee measures.In terms of products,we should implement differentiated marketing strategies,carry out linkage marketing through phased products,establish an early warning mechanism for customer loss,and accurately wake up sleep cards.In terms of channel strategy,we should optimize offline outlets and strengthen online channels.In the aspect of promotion strategy,we should improve the pertinence of marketing activities,continuously optimize value-added services and pay attention to follow-up services.In terms of price strategy,it is necessary to develop the differentiation policy of service charge items and match different installment rates for different customer groups.Finally,the paper puts forward five safeguard measures of credit card marketing culture construction,marketing team construction,performance appraisal,technology empowerment and risk prevention and control,so as to ensure the smooth implementation of credit card marketing strategy of H branch. |
