Study On The Marketing Strategy Of Credit Card Business Of ABC Under The Background Of Internet Finance

The rapid development of the Internet has been integrated into all areas of people's lives,including the financial sector.As one of the main business of traditional banking,credit cards are also affected by the development of the Internet.The traditional marketing model of the financial industry is mainly to carry out large-scale offline marketing by cultivating the marketing ability of employees.With the integration of the Internet and the financial sector,the function of online credit card application came into being,so that customers can apply for the credit card through the Internet at home.In the application process,customers can apply for electronic bills and check their own consumer details and bills through the network.Besides,they can also carry out online consumption and online payment activities.The Internet has changed the restriction that traditional financial entities rely entirely on physical outlets for business.It not only makes the credit card cardholder can experience the convenience of the Internet,but also saves the cost of the bank and enhance the bank's efficiency.Internet finance relies on the huge Internet customer base and high-speed data processing.Meanwhile,the benefits of its development are very impressive.In the credit card business revenue,offline consumption commission income decreased significantly due to the online transfer and offline mechanical application of non-financial institutions,while the third party Internet Payment institutions began to get involved in the field of credit financing through data mining,so that the bank lost the initiative contact with consumers and merchants,resulting in financial disintermediation after the payment of disintermediation.In this paper,based on this,firstly,the concept of Internet finance is expounded and the current situation of agricultural banks under the Internet financial background is described and analyzed.Meanwhile,in the context of traditional banking and Internet finance,changes of the credit card business of ABC are compared and analyzed.Secondly,by using the Michael Porter five forces model,the current situation and existing problems of credit card marketing management of ABC are analyzed.And thenon the basis of the theory of 4PS,respectively from the product,price,channel,promotion four aspects part of bank's credit card market marketing strategy,thus to improve the bank card business brand benefit,perfect the credit card marketing level,optimizing the credit card market performance lay the foundation.Due to the limitation of time and the limitation of theory,there are still some deficiencies in this study.In the future,it will be necessary to accumulate experience in practice and verify the theory of this paper.