Research On The Problems And Countermeasures Of Online Marketing And Issuing In NY Bank Credit Cards

After more than 30 years of development,the domestic credit card market has become increasingly mature in its marketing and issuance models,the number of credit cards and credit card transactions have grown tremendously.However,with the rapid rise of internet finance,the traditional credit card issuance model gradually exposes its drawbacks: the payment model is inefficient;the customer traffic at physical outlets declines;the marketing cost of credit card extension increases,and the marketing effect is poor.Compared with the traditional issuance mode,credit card online channel issuance has the following characteristics: simple application procedures,simple handling procedures,low labor and material costs,and convenient handling.NY Bank's Zhengzhou Branch began to promote credit card online marketing and card issuance channels in 2016,including online banking applications,mobile phone H5 applications,bank-sponsored card applications,SMS marketing,and client manager online APP,to adapt to different employees,used by different customers and different marketing scenarios.However,from the results,the data on the amount of card issuance and the activation rate are not satisfactory,and no actual contribution has been made to the issuance of NY Bank credit card.The reasons for the analysis are mainly as follows: 1.The card issuing process is irrational 2.The cooperation platform is simple 3.The staffing and performance assessment are not scientific 4.The product design is backward.This article analyzes the impact of the Internet on credit card business,and makes it clear that the advantage of online marketing is greater than the disadvantage,the opportunity is greater than the challenge,and it is the inevitable choice for credit card marketing.At the same time,using the case analysis method,taking the case of the credit card issuance of NY Bank Zhengzhou Branch as an example,by listing the relevant data of the credit card network marketing of the Bank of Zhengzhou Branch of NY Bank since the issuance of the card,combined with the actual situation of NY Bank and my own practical experience in the work,Detailed analysis of the existing online marketing card issuance model,analysis of existing problems,and propose ways to effectively solve online marketing problems,formulate more effective online issuance modes,and accelerate the promotion of new products,such as adjusting the network The process of card issuance;the promotion of virtual credit card products that do not require physical cards;the acceleration of cooperation with high-quality platforms,the development of new customers;the establishment of a credit card exclusive marketing team.This article hopes that by analyzing the insufficiency of online banking card issuance in NY Banking Credit Cards,it will identify relevant solutions and give corresponding safeguard measures,so as to optimize the development mode of NY Bank's credit card business so that credit card Internet marketing can be used to play its original role.