Research On Marketing Strategy Of Y Bank Credit Card Business

At present,with the development of China's financial market opening up,China's banking industry is facing increasingly serious challenges.The credit card business,known as the last piece of cheese in China's retail financial market,has become the target of major domestic banks,including other financial issuers.Credit card business has become one of the indispensable financial instruments in the field of credit consumption.With the continuous development of the global economy and the extensive use of electronic computer and communication technology,and continuously improve the quality of life of people,credit card has become a set of access to cash,transfer and settlement,consumer goods,revolving credit and other functions in one of the financial instruments.Credit card business is so popular,mainly because at home and abroad,there is no more stable than the banking sector,the traditional business,and can be like a credit card,there is such a huge profit margins.Since the reform and opening up,China's rapid economic development,high-tech products have been widely used in the banking business,the means of payment is due to the financial development of high-tech,from paper money to electronic money changes,gradually stepped into the credit card payment times.At present,the development of Y bank credit card business in the country's 14 major card issuers in the column,strengthen the Y bank credit card business marketing strategy research is particularly important.Based on the research background and significance,combined with the domestic and foreign research on the marketing strategies of the credit card from the Y bank credit card business marketing strategy environment analysis,through the questionnaire survey,summarized the related factors affecting consumer choice of credit card,such as service quality,product innovation,product prices,bank brand promotions marketing channels,etc..At the same time,on the basis of sorting out the main marketing strategy of foreign credit card,this paper expounds the marketing strategy of Y bank credit card.Finally,combined with the actual situation of Y bank,based on the 4Psl theory,this paper puts forward some suggestions on optimizing the credit card marketing of Y bank from four aspects: product strategy,pricing strategy,channel strategy and promotion strategy.