Research On Credit Card Marketing Problems And Strategy Of Bank Of China YN Branch In The Internet Era

Bank of China is the first Chinese to carry out the credit card state-owned commercial banks,as early as 1979,Guangdong Branch of BOC to get involved tin the credit card business,since 1985,China issued the first credit card,has gone through thirty years of time,in the development history of China Credit Card wrote an indelible mark.As China's economy continues to develop,the standard of living has been significantly improved,more modern concept of the consumer,these factors have contributed to the credit card business has exploded in the current development of China.Major commercial banks have to participate in the competition in the credit card business,the Bank of China as China's first credit card issuer,and not the credit card business,the Bank of China as China's first credit card issuer,and not the credit card market this first-mover advantage into a winning situation,its market position gradually ICBC,CMB,CCB and other commercial banks beyond,especially foreign banks and commercial banks invested heavily in shares of the credit card market,have felt the pressure to allow BOC in the credit card market competition.With the development of modern science and technology,Internet finance is seamlessly integrated into People's Daily life and work.In this context,Alipay,We Chat Pay and Apple Pay have satisfied people's demand for quick and convenient payment methods.The proliferation of third-party payment methods has brought unprecedented challenges to the marketing of credit card.Credit card market competition is increasingly fierce,but due to the inadequacy of the credit card marketing strategy and tactics of BOC,the credit card marketing of BOC is facing a serious situation.BOC urgently needs to adjust strategic planning direction and marketing strategy according to market environment and customer demand,and gain a firm foothold in the global competition,keep the customers and gain development.YN Branch of BOC in Yunnan Province as operational and regulatory agencies of financial products,credit card marketing practices in the area of Yunnan same feelings evident in the daily marketing of credit cards,and also encountered,such as market segmentation is not precise,target market is too limited,market positioning is not comprehensive,lack of innovation in products,can't fully grasp the customer personalized demand,enters the gift-war erroneous zone,ignores the importance of the service,application is difficult,and credit card limit is too low,the application channel is single;promotion method lacks attraction,lack of marketing activity etc.All this has caused market share to be squeezed and customer resources to be looted.Therefore,thinking and solving these problems become the focus of this study.This paper is divide into four parts,the first part is the introduction,in the sort of the premise of the research background,research questions raised in this article,the level of research and planning and analysis of the problem can be solved in this study YN Branch of BOC what are the theoretical and practical significance of the credit card business offer.The second part is based on YN Branch of BOC credit card marketing external and internal environment of the research,the successful credit card marketing experience at home and abroad for reference,and the development direction of Internet finance,analysis and research out of YN Branch of BOC credit card marketing its own strengths and weaknesses,external opportunities and threats.The third part is about the operation status of YN Branch of BOC and the development of credit card business,and find the existing problems of credit card marketing.The fourth part is aimed at the problems existing in the credit card marketing,uses the STP analysis method for market segmentation,choose target market,ultimately determine YN Branch of BOC credit card marketing positioning--change traditional credit card marketing idea,bear social responsibility,to do the best bank.Around it,use the 7Ps method,put forward specific marketing concept,such as products,prices,channels,promotions,people,physical evidence,process strategy.Through research on YN Branch of BOC credit card marketing strategy in internet ear,can provide an idea for the development of credit card business,and provide help to consolidate old customers,open up new markets.In addition,the research results of this paper provide useful references for the development and improvement of credit card marketing strategies of other commercial Banks.