Research On The Marketing Strategy Of ABC Bank Credit Card Installment Business

The current in the world economy into a deep adjustment, recovery of steam, against the background of China as the world’s second largest economy, the weak import and export, the investment and the influence of China’s economic operation rule, economic downward pressure is still increasing. In financial markets, along with the advancement of market-based reform of interest rates and the Internet financial impact to the traditional financial industry, China’s financial markets competitive levels rising, Banks rely on the traditional way of earning spreads profit has been unable to maintain, advancing management way transformation at various financial institutions, increase the intensity of investment in the retail business, conquers the highest position in the future bank competition in the market. The social consumption growth can stimulate society as a whole, the role of promoting the healthy and sustainable development of social economy; For Banks expand customer resources, adjust the structure of the customer, optimize the structure of business income. So the credit card installment business marketing strategy, expand market share, continuous improvement and innovation, market marketing strategy, is the development of the Banks credit card installment business must pay attention to the subject.Credit card installment business development of the quality and the efficiency and quality of assets of commercial Banks, as well as commercial bank middle business income important source of revenue. ABC bank in recent years in the field of credit card installment business marketing has made some exploration, how to determine the marketing strategy, how to effectively carry out credit card installment business marketing is an important topic of the ABC bank, using the marketing theory and analytical tools, has a scientific basis for the marketing strategy is an effective way to solve the problem.This article is divided into seven parts altogether:the first part of the credit card installment business marketing background and research significance and the research methods and innovation point is explained; The second part is mainly on the relevant theories of marketing and commercial Banks marketing exploration stages are summarized review; The third part analyzes the ABC bank credit card installment business development present situation and the main problems existing in the existing marketing and using the system thinking method to ABC bank credit card installment business development marketing environment analysis, including the external environment, internal environment analysis and competitor analysis; The forth part, according to the STP theory on ABC bank credit card installment business market segmentation, choose target market and product positioning; Fifth part based on the above analysis, based on the 4 p theory, respectively, from the aspects of product, channel, price, promotion four credit card installment business marketing strategies are put forward. Sixth par point several safeguard measures about credit installment business.The last part mainly explains the deficiencies of this paper.The innovation of this article are mainly about ABC bank credit card installment on the basis of market segmentation for the target market selection and market positioning; Put forward the brand strategy in the product strategy; In the pricing strategy of differential pricing strategies are put forward.