Study On Credit Card Business Marketing Strategy Of PSBC Jilin Branch

For a long time,with the improving of the retail financial market,credicard business have also flourished speedly,and the proportion of creditcard business consumption in the structure of residents has been increasing too.In the new marketing economy environment,many commercial banks are increasing their capital investment to response for the demand of creditcard business.On the whole,creditcard business in China presents a healthy and good developing trenditon.The competition of creditcard business among commercial banks is more intense at the same time.In this backround,how to develop credit card marketing strategies that meet market demand is an urgent problem to major commercial banks in China.For PSBC Jilin Branch,it is important for longtime development to tap the development potential of creditcard business.Based on the methods of literature researching,investigation researching,by using PEST and SWOT analysis methods,the marketing environment of the credit card business of Postal Savings Bank Jilin Branch was elaborated,and its market competitiveness was analyzedthe analysis result shows that there aresome problems in the creditcard business operation process of PSBC Jilin Branch.Including solving the product homogeneous,improving professional services,closing the gap between user scale and quality,variting sale channels,innovating sale activities,that compare that competitors and the development requiring of local market.It`s necessary to establish a integrated marketing strategy that based on the dimensions of product design,service system,channel layout and marketing methods,by customers center and market guide to be keynote,that cloud to adapt to the new consumption situation and conforms to its own reality,to improve the influence and competitiveness of the creditcard business of PSBC Jilin Branch.Position and develop recommendations for the credit card marketing strategy of Postal Savings Bank Jilin Branch through STP theory and 4P marketing theory.Secondly,with the analysis of the paper,giving the suggestions to problems in the it`s own development of creditcad business,including:innovating products,enriching chanels,strengthening professional salesteam,increasing promoting activities quality and efficienc.At the same time,puts that four measures in aspects of organizition,risk controling,technology supporting and servicing of backstages.It is hoped that the reaschings of this paper can offer positive effects to credit card business in China,and also hopes that can improve the creditcad business achievement of PSBC Jilin Branch.