Research On Credit Card Marketing Strategy Of Bank C

With the increasing improvement of national economy and living standard in recent years,the pace of life is also changing quietly.Efficient and convenient payment methods are favored by more and more people.The convenient and fast payment characteristics of credit card correspond to the payment demand of financial market consumers to a large extent,and credit card payment gradually replaces the traditional cash payment mode.With the rapid development of credit card business in Chinese commercial banks,various emerging credit products have emerged.However,due to the fierce competition in the market,many potential problems of credit card product homogeneity,lack of marketing management experience,lack of market analysis and low customer service level of commercial banks have gradually emerged.Based on C Banks as the research object,this paper combined with the related literature at home and abroad,based on the 7 ps marketing theory,this paper investigates the present conditions of the C bank credit card marketing strategy analysis in detail,at the same time,using PEST analysis and porter five models of C bank credit card marketing environment are analyzed,and put forward reasonable Suggestions for C bank credit card marketing strategy laid a solid foundation.After in-depth research,it is found that C Bank credit card has some problems in terms of marketing strategy,such as serious product homogeneity,single pricing strategy,backward sales channels,lack of targeted promotion,lack of professional personnel,not positive service attitude and imperfect tangible display.According to the above problems in C Bank’s marketing strategy,this paper puts forward the following improvement measures for C Bank’s marketing: In terms of product optimization strategy,credit card products should be optimized,products with core competitiveness should be developed,and value-added service value should be enhanced.In terms of price optimization strategy,we should implement differentiated pricing strategy and appropriately release bargaining authority according to local marketing status quo.In terms of channel optimization,we should open up diversified channels,covering all aspects of online and offline,and integrate cross-marketing,so as to effectively realize multi-channel marketing centering on customers.In the aspect of promotion optimization,customer analysis should be done according to the needs of each customer group and differentiated sales should be carried out.In terms of personnel optimization,improve the professionalism of personnel and establish an effective incentive and assessment system.In terms of process optimization,we should improve the service experience and optimize the business process.In terms of physical display,establish good network hall service and standard process.After sorting out the current situation of credit card marketing of C Bank,this article analyses the existing problems and proposes the corresponding optimization strategies,which will be of great significance to the improvement of the marketing level of the credit card and the competition.Meanwhile,it also has some reference meaning for other banks to develop credit card marketing.