Research On Marketing Strategy Of Credit Card Business On Quanzhou Branch Of ICBC

With big data,mobile Internet era,in addition,the disposable income of residents,improve the national credit system of continuous improvement and the domestic economy need to stimulate consumption,China's credit card industry has entered the peak period of development.Credit Card Center of industrial and Commercial Bank of China,Quanzhou branch,is the first large-scale state-owned credit card monopoly organization in china.Despite the strong marketing channel and brand advantages,the rapid growth of the same industry as well as a large number of new Internet companies has constantly shaken the bank's core status.Therefore,efficient use of scientific and technological innovation,to build their own core strengths and perfect risk control system,and constantly open up new markets,and maintain competitive advantage,is the major work of the industrial and Commercial Bank of Quanzhou bank credit card center to be carried out.This paper first makes a literature review of domestic and foreign bank credit card business development,and analyzes the main problems of Quanzhou branch of industrial and commercial bank credit card business development process,and puts forward the purpose of this paper is to solve the problem.Secondly,the related theory of marketing analysis of the current credit card business development based on the internal and external environment,combined with the advantage of development opportunities,pointed out that the bank could seize the implementation of effective risk aversion and the challenge of marketing strategy.Again,carried out questionnaire survey on Quanzhou credit card market,and use the STP theory to analyze the Quanzhou credit card market segments,with the industrial and Commercial Bank of Quanzhou bank credit card marketing strategy and existing resources,suitable for the bank's credit card service target market.Finally,according to the actual survey data,analyze the use of statistical tools,and the use of 4PS marketing theory,combined with the service target market for the development of the bank credit card marketing strategy development,and puts forward the measures to ensure a reasonable and efficient.This study targeted,and have a certain feasibility,on the one hand,the industrial and Commercial Bank of China Quanzhou branch of the development and implementation of credit card has certain reference significance to business marketing strategy,on the other hand to the other bank to bring certain reference.