Research On Marketing Strategies Of NY Bank Suzhou Branch

Along with China’s economic takeoff, people’s purchasing power and consumption habits have changed dramatically. Credit cards become increasingly popular new things, from the amount per capita card, credit card income structure, China is still in the development of primary credit card business stage, huge potential for development, according to the internationally renowned consultancy McKinsey market research report, in China, second only to the credit card will be the second largest individual housing loans of retail credit products, accounting for about 15% of the bank’s profits. Faced with a huge cake in the financial sector reform and transformation of the retail business background, commercial banks increased investment in the credit card business, the entire credit card industry competition reached a fever pitch, how to expand the market share and enhance revenue, create brand influence banks became the thought. NY Bank Suzhou Branch in Suzhou as the industry leader, accusing him of leading the system, the credit card business is a long-term development has lagged behind its peers. Among these are the short history of the development, management system suited to market competition and other external factors, but also on the credit card business, lack of attention, lack of innovation and other internal reasons.The research of this paper is based on the credit card marketing development of NY Bank Suzhou Branch. Relying on the author’s many years of experience in credit card marketing, it analyzes the causes of its marketing strategy behind the deficiencies and shortcomings, using PEST, SWOT analysis and other methods. NY bank branch located in Suzhou macro and industry environment to make analysis, industry best practices and learn from success stories, under the guidance of the relevant marketing theory from market positioning, brand strategy, product strategy, pricing strategy, channel strategy, marketing strategy, and other dimensions proposed for NY Bank Suzhou branch of credit card marketing strategy optimization proposal, so as to enhance NY Suzhou branch Bank credit card business competitiveness, improve profitability. Ultimately NY Bank Suzhou Branch credit card business faster and better development.