Research On The Improvement Of Creditcard Marketing Strategy For HS Bank Shenzhen Branch

As one of the most important types of retail business,credit card business is one of the important profit growth points for commercial banks.HS Bank,as a regional urban commercial bank originally based in the local market of Anhui,is a new entrant to the Shenzhen market.In order to face the fierce competition in the credit card market,HS Bank Shenzhen Branch needs to study its credit card business according to local conditions,propose scientific and reasonable marketing strategies,and find practical and feasible marketing channels.Based on the above background,this article has organized the relevant theories and domestic and foreign research literature on credit card business marketing.The7 P theory is used to describe the current situation of credit card business marketing at HS Bank Shenzhen Branch,and the market research interview method is used to analyze and summarize the problems in credit card business marketing at HS Bank Shenzhen Branch.At the macro level,the marketing environment faced by HS Bank Shenzhen Branch’s credit card business marketing was analyzed from four aspects:politics,economy,society,and technology.At the same time,the competitive environment faced by HS Bank Shenzhen Branch’s credit card business was analyzed from five aspects: potential competitors,substitutes,peers,buyers,and sellers.Then,the target market demand analysis and consumer behavior analysis were conducted using questionnaire survey method,The SWOT analysis results of the credit card business of HS Bank Shenzhen Branch were ultimately formed.On the basis of the previous analysis,this article conducted a target market selection and market positioning for HS Bank Shenzhen Branch credit cards,and proposed a marketing strategy for HS Bank Shenzhen Branch credit card business based on the 7P marketing theory.Firstly,in terms of products,it is necessary to develop youth and pleasure credit cards,fashionable women’s exclusive credit cards,game IP co branded credit cards,high-end business travel credit cards,and vigorously release digital credit card products,Build a digital card+payment ecosystem to digitize the entire process of card issuance,management,and security applications;Secondly,in terms of pricing,HS Bank Shenzhen Branch should optimize the annual fee reduction policy and implement differentiated annual fee free policies for different credit card products;Secondly,HS Bank Shenzhen Branch enhances its pricing capabilities by providing value-added services,enabling consumers to choose value-added services such as card security services,repayment guarantee and preferential services,medical and health services,driving and travel services,travel rights services,payment rights services,rights platform services,etc;Once again,HS Bank Shenzhen Branch should establish a risk differentiated pricing mechanism for credit card overdraft rates,setting different overdraft rates based on customer quality;Third,in terms of channels,HS Bank Shenzhen Branch should establish an intelligent identification system for outlet customers and carry out online marketing through We Chat,including We Chat official account operation,viral marketing,recommendation card handling,etc;Fourthly,in terms of promotion,HS Bank Shenzhen Branch should create a consumption scenario with payment and settlement as the link,while opening up a "finance+IP entertainment" marketing channel,and collaborating with internet platforms with high traffic to carry out cross-border marketing;Fifth,in terms of personnel,HS Bank Shenzhen Branch should establish a credit card business marketing center and establish a credit card direct sales model.In addition,it is necessary to establish a professional new media operation talent system and strengthen the construction of digital talent teams;Sixth,in terms of tangible display,HS Bank Shenzhen Branch should build a credit card brand image pedigree,and create a personalized brand image and corresponding name specifically belonging to HS Bank Shenzhen Branch.HS Bank Shenzhen Branch should also revitalize new media operation systems such as Weibo,We Chat,live streaming,and short video platforms to further showcase the credit card image of HS Bank Shenzhen Branch;Seventh,in terms of optimizing the service process,HS Bank Shenzhen Branch should rely on the intelligent identification system of branch customers to optimize offline services,and optimize the system to improve online service efficiency and achieve user service agility.The research in this article will provide suggestions for the marketing of HS Bank Shenzhen Branch’s credit card business,helping it enter the local market,occupy a place in the Shenzhen credit card market,and establish a solid foothold.At the same time,it can also provide useful reference for the credit card business marketing of other city commercial banks.