Research On The Improvement Of Credit Card Marketing Strategy For Guangfa Bank Dongguan Branch

In financial markets,with the development of the credit card industry,credit card has become the people are the most commonly used payment tool,the Banks in order to get credit card customers maximize resources,planning and constantly improve its credit card marketing strategy,in order to get a better development opportunities,a better marketing position.In guangdong dongguan,facing the huge market resources,the Banks are competing for dongguan market,have set up a credit card in dongguan branch,increasing the investment in credit card business,hope that their credit card business in dongguan market will have a place.Guangfa bank dongguan branch with its own early advantage,after nearly 30 years of development,its credit card business in the dongguan market has a good result.However,due to the constantly changing consumer demand,the market competition intensifying,guangdong dongguan branch credit card marketing ability needs to be rapidly increasing,its marketing strategy also needs to make appropriate adjustments,so as to adapt to market changes in customer demand.In this background,this article at home and abroad related research theory and compiled on the basis of the literature,this paper introduces the guangdong dongguan branch of the current situation,credit card marketing with the method of site survey,clear,guangdong dongguan branch credit card marketing results,on this basis,further analyzes the guangdong dongguan branch credit problems and reasons existing in the current marketing strategy,and then combined with the viewpoints of both macro and micro marketing environment analysis,complete the credit card market in guangdong,dongguan branch location of choice and the choice of marketing goals,and aiming at the problems before,put forward a number of guangdong dongguan branch marketing strategies: first,on the product strategy,to dongguan market investigation and establish a portfolio of products to adapt to the local market;It is suggested that the head office set reasonable KPI guidance;Strengthen product innovation;Implement these product strategies to meet current market needs.Second,in the price strategy,according to the customer's own comprehensive situation,the implementation of reasonable differentiated pricing;Moreover,we should study the market thoroughly and carry out free pricing.The implementation of these pricing strategies will further stimulate customers' desire to consume and increase profits.Third,maintain close communication and cooperation with the partners in the promotion strategy;Plan effective and effective promotional activities.Fourth,in the distribution channel strategy,vigorously develop new channels;We will strengthen channels for small and medium-sized enterprises.Implementation of these distribution strategies to further broaden the distribution channels.Fifth,improve incentive system and implement scientific incentive measures in personnel strategy;Increase the training of salesmen;Adopting scientific assessment mechanism;Implement these personnel strategies to improve staff motivation and business level.Marketing strategy with the help of the above improvements,will greatly improve in dongguan of guangdong dongguan branch financial market credit card business marketing ability,to realize the development bank credit card business in dongguan branch of marketing planning and provide strong support.At present,the marketing and promotion of credit card business has become one of the core work of the major Banks in China.As an example,this article choose guangdong dongguan branch completed its credit card business marketing strategy system research,and put forward countermeasures for improvement,and the further development of the credit card business has certain guiding significance and practical application value,at the same time,the credit card business development of other financial institutions also has a certain reference.