Research On Credit Card Marketing Strategy Improvement Of Huarong Xiangjiang Bank Hengyang Branch

Since the 1980 s,China’s economy has undergone earth shaking changes,the macroeconomic environment has been greatly improved,and the financial industry and capital market have also developed rapidly.Since the development of credit card business in China,the types of products and service contents have been continuously optimized and developed.However,with the continuous development of the financial market,the continuous expansion of banking business and the increasingly fierce competition in the financial field,the credit card business structure of many banks has undergone essential changes.In addition,with the continuous development of digital technology,the financial field is also gradually digitalized,which brings great competitive challenges to the traditional optimization of credit cards.In order to occupy a larger credit card business market,we must improve the marketing level and product function of our own products.In this context,the credit card business of Hengyang Branch of Huarong Xiangjiang bank also faces many development bottlenecks.We can only actively respond,especially increase the research and improvement of credit card marketing strategy.In order to realize the rapid development of credit card market and maintain benign competition in the market.Of course,this has also become an important topic to be studied in the current financial field.Firstly,this paper summarizes the research status of domestic and foreign scholars in the field of credit card marketing,analyzes the development and marketing status of credit card business of Hengyang Branch of Huarong Xiangjiang bank,puts forward the existing problems of credit card marketing of Hengyang Branch of Huarong Xiangjiang bank,studies its own characteristics in the current credit card marketing strategy,and analyzes the credit card marketing environment and competitive environment of Hengyang Branch of Huarong Xiangjiang bank in detail.Starting from the bank’s credit card marketing objectives,this paper analyzes the types of marketing strategies,formulates strategies in line with the development objectives,designs detailed marketing strategies by using STP analysis method,7PS marketing theory and precision marketing theory,and finally carries out implementation planning from three stages,and then through system guarantee,risk prevention and control guarantee,human resources guarantee,corporate culture guarantee This paper puts forward the implementation guarantee measures of the strategy from the five aspects of technical guarantee,and estimates the expected effect of the implementation of the marketing strategy.From the perspective of credit card marketing and guided by the needs of users,this paper explores how to develop credit card business differently,pays attention to the bilateral communication between banks and users,analyzes the marketing strategy to maximize the interests between banks and users,and guides Hengyang Branch of Huarong Xiangjiang bank to comprehensively improve its credit card marketing mode and promote the better development of its credit card business according to its own advantages and opportunities,It also has a certain reference significance for the development of domestic credit card industry.