Research On Marketing Strategy For Credit Card Installment Of China Construction Bank Jilin Branch

Since the reform and opening up, Jilin province local rapid economicdevelopment, residents’ income and consumption levels continue to improve, in orderto meet the residents growing consumer demand, improve the credit card businessincome, Construction Bank of China branch in Jilin province since2006to carry outthe credit card payment (i.e., consumer credit business, continuously introduced)variety of installment payment varieties, basic covers every field of basic necessitiesof life such as the cardholder entertainment. The installment payment transactionsfrom the less than10000000yuan per year rapid development to the current2500000000yuan of above, has made certain contribution for stimulating domesticdemand, promoting consumption upgrading.However, we should also see, credit card installment consumption accounted forthe total retail sales of social commodities in Jilin province is still very low, hugeroom, how to further strengthen the credit card payment business marketing,continuously expand the market share, better service to the residents’ financialconsumption activity, enhance consumer contribution to economic growth of theprovince’s ability, become a full of opportunities and challenges of the subject in frontof China Construction Bank Jilin branch.This paper takes Jilin branch of China Construction Bank credit card paymentbusiness as the research object, through the investigation and study, quantitative and qualitative analysis methods, using the credit card payment business, the birth andgrowth of business development process problems as background information, theuse of survey research method to analyze the marketing environment, the use ofliterature analysis, interview study on the method for the analysis of target marketcustomers demand factors, using the method of questionnaire investigation targetmarket demand influencing factors empirical research methods such as credit cardpayment business, analysis of the macroeconomic environment, Jilin province creditcard payment market environment analysis, and then puts forward the marketingstrategy of installment payment of credit card of CCB Jilin province branch.Indicated through the research that, at present, Jilin Province branch ofConstruction Bank credit card payment business has the following problems: thetarget customers positioning is not accurate enough, lead to marketing effect is notobvious; the means of publicity is not flexible, leading to customer cognitive Co.; thepricing strategy too curing, the price adjustment is not fully adapt to the marketcompetition and customer needs; the method of charging the first single, customerrepayment pressure problems.Seen in the credit card payment problems at the same time, we should also befully aware of China’s economic development with the external environment isimproving, the fundamentals of good, the market is expected to turn for the better andother favorable conditions. The party’s eighteen big put forward clearly to theexpansion of domestic demand, stimulate consumption, improve the livelihood of thepeople, in the "three carriages", consumption, stimulating domestic demand, thisdevelopment model is the balanced development of the world, is China’s economicfuture growth in a more important driving force, residents raised eighteen big reportincome multiplier target, the purpose is to expand domestic demand the consumption,become the driving force of sustained economic growth. Gradually reduce theinvestment, import and export growth in the economy in proportion, through stimulating domestic demand, promoting consumption and continuously improve thecontribution of consumption to the economic development of the. These are the futurecredit card payment creates favorable conditions for the healthy and fast developmentof business.In this paper, through the comprehensive analysis of customer, product, pricing,channel, put forward to strengthen the network channel construction, carries on thesegmentation to the target customers, ongoing product marketing mix, at the sametime, pay attention to product optimization and innovation of marketing strategy, themarketing strategy if it can be fully applied to the actual work of credit cardinstallment, will continuous upgrading of Jilin branch of China Construction Bankcredit card payment business market competitiveness, enhance the role of boostingconsumption of local economic development in Jilin province.