Research On The Market Strategy Of ZX Bank Credit Card Business Under Strong Supervision And Market Saturation

Since the 2008 international financial crisis,the international economic environment is complex and changeable,the economic growth impetus is insufficient,the economic recovery is slow.At present,China's economic growth uncertainty is increasing,market demand is shrinking,trade protection and friction increase,economic growth is also facing great downward pressure and great challenges.After 10 years of high speed development,the credit card industry has entered the mature stage of industrial development,and also faces strong supervision and market saturation,the investment growth of the whole industry has dropped sharply and even has negative growth.Especially due to the impact of Internet,electronic payment,the credit card market needs to change to drive its development.Based on the basic theory of marketing,this paper applies 4P theory to the challenges and difficulties of ZX Bank's credit card business in the environment of market saturation and supervision intensity from four aspects,namely product strategy,price strategy,channel strategy and promotion strategy.and use of marketing environment analysis,SWOT analysis,Market segmentation,Target market selection and target market positioning methods to find suitable for ZX Bank credit card marketing strategy.Finally,combined with the actual situation of the ZX Bank credit card business,the paper puts forward concrete suggestions to improve the marketing strategy so as to ensure the smooth development of the ZX Bank credit card business.