Research On The Comprehensive Financial Serviices Marketing Of "the Union Dragon Card" In Shangrao

The growth of China's economy led to the financial market booming,the opening of financial market triggered the fiercer competition of banks.The finanical products market of China is growing fast,the growth space is large,but the short development cycle led to the homogeneity of products and services is more serious.So,in order to keep competitive advantage in the market for a long time,we should continue innovations new products.At the same time,the shangrao CCB(China Construction Bank)should make a cooperation with the union to launch “the union dargon card” to adapt to the demand of the market.“The union dragon card” makes a contribution to the Shangrao CCB in profits and the number of target customer.Now “the union dragon card” in a preliminary implementation have been made obvious results,but it has some deficiencies in the process of comprehensive service marketing to analysis and correspond some improvement methods.This Paper will be based on service marketing theory,STP strategy,customer relationship management theory and SWOT to analyze the bank card of CCB in Shangrao.Firstly,we will analyse the marketing environment from the perspective of both inside and outside,and use the SWOT to analyze competition between advantage and disadvantage and faced the opportunities and threats of the union dragon card in the different species.Secondly,we will research and analyze the existing “the union dragon card” project in the process of the promotion.At last,we will analyze the service marketing strategy of “the union dargon card”,discuss the problem on marketing strategy and put forward the optimization strategy.Fristly,in terms of product strategy,we will need scientifically market research to position the target market and pay attention to the research and development of the core competitive products,developed to meet different customer groups needs,highlight the characteristics of products unique,strengthen brand promotion,and extend the related product services.Secondly,in terms of pricing strategy,according to the target customers in the consumption characteristics of the differential pricing strategy.By strengthening cooperation with merchants and bank to improve profits and achieve win-win cooperation.Thirdly,in terms of distribution strategy,In addition to the tradition counter and tradition marketing,we should use the Internet netwok marketing and Wechat to broaden the existing marketing channel.Finally,we will use the joint marketing with vaious business.Diversified marketing channels can not only promote “the union dargon card” brand promotion,strengthen the cognition and understanding of the union dragon card for target group,but also helps the union dragon card gain maket share.In terms of promotion strategy,we will advice Shangrao CCB to strengthen brand promotion,advertising and brand awareness,interact with enterprises,to increase big customer loyalty.