Research On Marketing Strategy Of Jinbi Credit Cards In Rural Credit Cooperatives Of Y Province

With the development of economics, overdraft consumption is becoming more and more common. credit card has become a necessity for many people. Y Rural Credit Cooperatives has begun issuing credit cards since 2010, and now it has issued a total of over 300,000 credit cards, but compared with other commercial banks, there are still large gaps. How to quickly increase the amount of Y rural credit cooperatives credit card and how to increase incomes of credit card, becomes a problem that must be considered. with the help of the management and marketing knowledge,"4P" theory in this paper, I analyze the macro and micro environment that facing by the Y Rural Credit Cooperative credit card marketing. Meanwhile, I also analyze the current measures that taken by Y Rural Credit Cooperatives in products, price, place and promotion, and point out some problems, for example, the credit card is just a single product, credit card is also an indifference pricing, single channel and promotional lag problem and so on. So Y Rural Credit Cooperatives should meet on the basis of people’s demand, in terms of product strategy, it should focus on product segments, changing the status of a single product, issuing a quality branded credit card, and continuously improving service quality, increasing card volume. In terms of pricing strategies, pricing differences should be implemented in accordance with the card pricing conditions. In terms of channel strategies, it should establish a multi-channel way of credit card applying, an exclusive development of credit card clients, a cooperation with third-party issuers channels. It should make good use of the Internet financial. In terms of promotional strategy, it should improve the points of credit card marketing level, create credit cooperatives and credit card consumer brands highlights, make hard on credit card advertising and deep rural market, and create a good environment township card. In terms of person strategies, incentives and access mechanism of staff should be established to retain talented employees; In terms of physical evidence strategies, gradually set up the exclusive credit card physical evidence, and expand in the market; In terms of process strategies, it should develop customer perspective service standards, and make improvements based on customer needs Then, it will be gradually increasing the amount of credit card, improving attractive of Y rural credit cooperatives credit.