Optimization Of Lanzhou Rural Commercial Bank Ordinary Credit Card Marketing Strategy

Founded in 2015,Lanzhou Rural Commercial Bank has become one of the banking institutions with the largest number of subordinate institutions,the widest range of people and the strongest comprehensive service capabilities in Lanzhou.Since the issuance of credit card products in 2016,the overall business scale has expanded rapidly,and its business income has continued to rise,and it has now become an important source of intermediate business income for Lanzhou Rural Commercial Bank.In the process of credit card business development,it is a topic that Lanzhou Rural Commercial Bank needs to study by constantly reviewing,optimizing and innovating its marketing strategy,improving the level of credit card service and strengthening the competitiveness of the credit card market.Focusing on the 7Ps theory,this paper deeply studies the credit card marketing strategy of Lanzhou Rural Commercial Bank,and finds that its product marketing has problems such as single product,lack of differentiated pricing,lack of marketing activities,single marketing channels,weak service capabilities,cumbersome application process,and poor product image in its product marketing.In view of the marketing problems found,the reasons for the problems were analyzed around the summary results of questionnaires and interviews,and four reasons for the problems were found,namely,lack of marketing concepts,low level of technology,insufficient customer segmentation and lack of attention to employee training.In order to solve the problems existing in the existing marketing strategy,this paper analyzes the macro environment of Lanzhou Rural Commercial Bank with PEST tool,analyzes the competitor environment with Porter’s five forces model,and mines and analyzes customer needs.On the basis of environmental analysis,the market was segmented by using STP theory,the target market of credit card Teuka was found,and the market positioning was carried out.With the 7Ps theory as the core,seven optimization strategies are proposed,including enriching card functions,increasing credit limits,implementing tiered pricing,reducing charging standards,enriching marketing activities,increasing marketing efforts,improving marketing channels,opening We Chat banks,establishing professional teams,strengthening personnel training,increasing card display,innovating card design,improving online application processes,and realizing automatic approval.From four aspects,such as building a professional management team,building a leading technology system,reshaping the credit card operation management system,and introducing a market-oriented evaluation system,the implementation guarantee measures of the marketing strategy are proposed to ensure that the optimized marketing strategy can be effectively carried out.This study aims to provide solutions to the problems existing in the marketing strategy of credit card business of Lanzhou Rural Commercial Bank,and to provide reference for the marketing management of credit card business in the same industry.