Research On The Marketing Strategy Of Credit Card Business Of JZ Bank

As an indispensable part of modern business,the research of credit card marketing strategy has become an important factor to promote the development of credit card business.From the growth rate of credit card business,the development of credit card market has been tending to be slow,which requires each bank to transition from original extensive management mode to fine management model in credit card business management planning,and use scientific management methods and strategies to develop credit card business more efficiently.The thesis takes JZ bank as the research object and studies the marketing strategy of credit card business.First,the paper analyzes the current situation and problems of JZ bank credit card business marketing.It is concluded that the main problems of JZ bank credit card business marketing are insufficient product innovation ability,lack of original products with powerful impact and price strategy only.The development of heavy credit card quantity without heavy quality development,the distribution structure of credit card business marketing channel is unreasonable,not enough attention to the Internet marketing means,the lack of promotion method targeted,promotion means is not scientific.Secondly,it analyzes the indirect marketing environment of JZ bank credit card business,such as political,economic,social culture and technology,as well as the direct marketing environment,such as suppliers,marketing intermediaries,competitors and the public.STP analysis is used to analyze the market segmentation,target market selection and market positioning of JZ bank credit card marketing.Finally,based on the marketing related theories,this paper puts forward the countermeasures and suggestions on the optimization of JZ bank credit card business marketing strategy from the aspects of product,price,channel and promotion,and puts forward the safeguard measures for the implementation of JZ bank credit card businessmarketing strategy.The main conclusion of this paper is to propose a marketing mix strategy for JZ bank credit card business.Among them,the product strategy includes improving the appearance design of credit card,strengthening the credit card technology innovation,and realizing the differentiation of credit card service.The price strategy includes differentiated price strategy,reducing the charge for credit card printing and reducing the operation cost of credit card business.Channel strategy includes upgrading bank physical outlets,strengthening internet platform construction and enhancing cooperation with channel partners.In the aspect of marketing strategy optimization,we propose to improve traditional promotion strategies,promote sales through new media,and establish a full staff distribution mechanism.The research of this paper provides practical strategy optimization suggestions and safeguard measures for the development of JZ bank credit card business marketing.The research results and methods in this paper can also be used in other commercial banks to improve their marketing strategies and provide reference and reference for marketing management in the same industry.