The Differentiated Marketing Strategy Study On Credit Card's Network Marketing Of Minsheng Bank

In the Internet era,regarding the operation of traditional bank cards,how to make full use of electronic payment express,share the benefits of Internet financial market and successfully assist the traditional line of business is one of the hot topics in the field of domestic credit card marketing research.Taking Minsheng Bank as an example,this paper proposes differentiated marketing strategy based on the network-based credit card,which is the key to help traditional banks to acquire the survival space in Internet,achieve profit growth and enhance online business.To start with,this paper analyzes the theories of differentiated marketing,Internet finance theory and credit card network marketing.In addition,this paper analyzes the status quo of the network marketing in Minsheng Bank,offers an overview of the development process of the credit card in Minsheng Bank and carries out an in-depth analysis of the the needs of users and competitors ahead and existing problems respectively.Furthermore,this paper implements STP analysis on the network marketing for Minsheng credit cards and targets at the segment markets of high-end clients,female clients,young clients,mass public clients and network clients based on the classification of geographical areas,age groups,genders,income levels and etc.and then makes scientific marketing positioning.Lastly,this paper carries out the design of differentiated network marketing strategy of Minsheng credit cards from the following aspects:the design of network marketing products,network service upgrade,network channel expansion and network brand construction.Since network marketing of Minsheng credit cards have a late start,Minsheng Bank has to deal with various problems of products,service,channel,publicity and large data processing and losses competitiveness in Internet financial market.It is quintessential to carry out full scale differentiated marketing design,targeting at different segment markets from the perspective of product appearance and value-added services and adjusting the basic services,value-added services and network services based on the habits of Internet users in order to expand the channels with the help of Internet and mobile Interne and strengthen the brand construction with company culture-oriented network culture publicity model.The exploration and discussion on the differentiated marketing strategy ofMinsheng credit cards is pioneering in academic circles,few scholars and practitioners touched this topic before and this paper is innovative to some extent.The proposition of differentiated marketing strategy for the credit cards in traditional banks into the network market is not only conducive to help traditional banks seek firm foothold against the fierce competition,but also enhances the profitability of credit cards and assists the offline business to achieve good growth momentum with growing business performance both online and offline,which is equipped with important practical values.