Research On Marketing Strategy Optimization Of J City Commercial Bank’s Credit Card

For quite some time,credit card business has been an important source of intermediate income for commercial banks.However,in recent years,with the development of internet finance and digital finance,online small loans such as "WeChat Bank","Ant Huabei" and"Jingdong Baitiao" have emerged one after another.These products are backed by internet business giants and are widely used in high-frequency application scenarios such as WeChat and Alipay.Since internet loan products have the characteristics of low application threshold and fast processing,They are favored by consumers,especially young consumers,and have become the most competitive alternative to bank credit cards.Due to the outbreak of the new crown pneumonia epidemic at the end of 2019 has had a great impact on traditional financial services,all kinds of domestic commercial banks are vigorously developing online financial services,which makes the current financial environment more and more complex.The credit services of local small and medium-sized commercial banks are facing unprecedented changes and tests.With the development of society and technology,credit card has become a common payment tool,it can not only meet the payment needs of consumers,but also bring more convenience to consumers.What’s more,credit cards also can help commercial banks establish their own brand image,so most commercial banks are also willing to put more energy on credit card publicity and promotion.In order to get more profit growth space.In the current environment of fierce competition in the domestic credit card business market,commercial banks must adopt correct marketing strategies for the important business of credit cards.Only by adapting to the needs of the market and users,the bank can keep the long-term sustainability in credit card business.The credit card business of J City Commercial Bank is the research object of this thesis.The main contents focus on products,prices,channels and promotions of the credit card business.Then the marketing problems of the credit card business of J City Commercial Bank are figured out.In view of these problems,combined with the theories of "STP" and "4Ps",it is recommended that the credit card business of J City Commercial Bank carry out a series of improvement.These suggestions include market segmentation,correctly select the target market,and identify the market positioning.At the same time the optimization plan of the marketing mix strategy,digital technology empowerment,strengthen the training of service personnel and other measures to ensure the implementation of the strategy were put forward.By analyzing the problems of credit card business marketing of J City Commercial Bank,it provides an important reference and reference for the business development of the same type of city commercial bank,and helps the city commercial bank to develop with high quality and stability.