Research On Credit Card Business Marketing Strategy Of Industrial And Commercial Bank Of China L Branch

The rapid development of financial technology and mobile payment has led to fierce competition in the financial field today.With the advent of the era of big data,Internet finance and so on have also entered the public eye,and online financial products have come to the forefront.The emergence of a new generation of virtual credit products has brought new development opportunities to the credit card series products of traditional financial banks,while its also facing great challenges.With the largest customer base in China,ICBC,as one of the largest commercial banks in China and one of the top 500 companies in the world,has a wide range,a large business volume and a rich variety of businesses,offering a diversified range of financial services for both corporate and individual customers.In the new era,how to maintain the core competitiveness of ICBC’s credit card products,achieve high quality and innovative development of the products,and cater to the needs of the mass market,so as not to give away the original occupied market share,is an important issue that ICBC needs to solve urgently.Based on the above background,this paper conducts an investigation and research analysis of credit card business in the context of the development of ICBC L branch.Firstly,through the literature research method,the general research idea is derived by studying the existing literature related to credit card marketing in the financial academia at home and abroad.Secondly,the external environment of credit card marketing business of ICBC L branch is analyzed by using PEST method and five forces analysis method,pointing out the current situation of high-end technology and fierce competition in the new era;starting from the credit card business of ICBC L branch itself,a questionnaire survey is conducted and it is found that there are problems such as few product features,single marketing channel,insufficient market segmentation and low credit limit;using SWOT method is used to further analyze the problems of ICBC L branch specifically.Based on the above analysis,the author uses the STP strategy to theoretically segment the market of L city and determine the target market and market positioning of ICBC in tangible display,and process management.Finally,in order to guarantee the smooth implementation of the credit card business marketing strategy of ICBC L branch,the author proposes to strengthen favorable safeguards in terms of organizational structure,human resources,and risk control to guarantee the service quality of credit card marketing business in all aspects and links,so that ICBC L branch can further expand its market share,enhance its core competitiveness,and promote the credit card of ICBC L branch business for healthy and sustainable development.