Research On Credit Card Marketing Strategy In Z Bank

As an emerging payment credit instrument,credit card has the characteristics of high investment,high risk and high profit,so the credit card business has become one of the main components of the income of major banks.In the current credit card market environment,medium-sized and small-sized banks,as banks that are in contact with the bank credit card industry,cannot adopt the traditional development strategy to achieve the business development needs under the current competitive background,and they need to be in the early stage of business development.From the scale-based "staking the horse" to the "intensive cultivation" of heavy quality,the development of the three-stage development from the do-it-big-strength.Second,the policy dividend for credit cards is gradually released,and the ability of banks to create new things is driving the development of banks.The issuance of the Notice of the People's Bank of China on Matters Related to Credit Card Business on April 12,2016.The newly released policy can expand the business that banks can participate in,promote the market to be redistributed,and actively and innovative banks can adopt a more flexible pricing system and differentiated services to gain certain advantages and complete counter-attacks.Finally,the concept of online finance is slowly being understood by more people.Domestic banks are still not skilled in using online financial technology.Of course,domestic banks are also in the initial stage of improving the experience of users using credit cards,which provides favorable conditions for latecomers to catch up with commercial banks.In summary,although the credit card market faces many challenges,new technologies and policies are also more conducive to market development.How to resolve challenges and seize opportunities is a key development idea.In the current competitive background,the traditional credit card industry development form is difficult to realize the business needs of new users.It is impossible to imitate the development experience of the industry.Only seize the development opportunities under the new normal,and make full use of the opportunity of user consumption habits.Small banks' development policies and capital advantages,differentiated services,and innovative marketing strategies have the opportunity to stand out from the competition and have a place.The Z Bank of H Province was established in 2014 and entered the market late.In the face of fierce competition,the customer service level is low,there are weak links in management,and many potential problems gradually emerge in the course of its operation.From the perspective of long-term development,if Z Bank wants to make great strides in the development of enterprises,it must show its core competitiveness and develop precise marketing strategies.This paper takes the Z bank credit card business as the research object.Based on the analysis of the basic theory and the research status at home and abroad,this paper analyzes the credit card marketing environment of Z Bank by using PEST analysis method and Porter's five-force model,and then conducts on-the-spot investigation through Z Bank.Obtain important data,conduct in-depth analysis of the existing problems of Z Bank credit card sales,and conduct in-depth analysis of the problems existing in Z Bank,combined with the internal and external marketing environment faced by Z Bank,based on marketing and service management.The theory puts forward the improvement suggestions of credit card marketing strategy.On the one hand,it enhances the customer service management ability of T City Z Bank.On the other hand,it further provides an effective reference for the majority of banks on how to carry out marketing strategies in theory and practice.Therefore,this paper has reached the following conclusions: Z Bank needs to strengthen its physical environment,service process and efficiency,products,brand and image,service personnel,customer relationship management,etc.First,rationally lay out facilities and optimize business environment in the material environment..Secondly,in the service process and efficiency should simplify business processes,improve window settings,expand self-help channels,strengthen information construction,improve after-sales service processes,and establish service reputation.At the same time,the product should grasp the characteristics and changes of the demand,establish two-way communication channels,provide differentiated services at different levels of demand,and develop innovative products to achieve product differentiation.In addition,the brand image and service strategy should expand the marketing channel,deepen the influence of Z Bank culture,pay attention to public welfare,advocate diversified marketing proactive marketing,and pay attention to the function of information feedback.Finally,in terms of service personnel,it is necessary to strengthen staff training,build a humane assessment system and supervision system,and rationally configure the personnel structure;in the aspect of customer relationship management,we should establish a service-oriented business philosophy and improve customer relationship management to improve customer stickiness.