Optimization Research On Credit Card Marketing Strategy Of Z Bank Shenzhen Branch

Different from other banking products such as financial products and fund custody,credit card products have economies of scale.It can be understood that,as more people use credit cards,the number of businesses willing to accept them will increase,and the credit cards of the same issuing bank will form an invisible network.Z Bank Shenzhen Branch is an early construction bank in China,and it is also the first financial institution in China to try to develop credit card business.Its credit card brand has gradually become the benchmark of the credit card industry in China.In this pap-er,Z Bank Shenzhen Branch is taken as the research goal.Firstly,the paper analyzes the current domestic and inter-national situation of credit card business,then starts with its current credit card marketing pro-file,and uses 4ps theory to analyze the products,prices and channels.In the four aspects of promotion,we find out the deficiency of the marketing scheme,and find that the product is homogenized seriously,the price leverage is not obvious,the marketing channel is narrow,the promotion channel is lack of innovation and has no attraction.Try to solve the problems in marketing strategy by optimizing these four aspects.This paper also analyzes the current situation and analyzes the direction and prospect of the future credit card business development of Z Bank Shenzhen Branch from the four angles of advantage,disadvantage,opportunity and threat.Its advantages are mainly large scale and strong strength.Disadvantages are late start,low penetration rate.In terms of opportunities,the credit card volume is small,and the market potential is huge.The threat aspect is the same industry competitive power,the Internet finance momentum is ferocious.In this way,some suggestions are made to deal with future changes in form.Recognizing that the future market expansion mainly depends on the service,this paper makes some adjustments to the service scheme of the credit card business with the bank,tries to create a service-oriented credit card business,and emphasizes the importance of the service in the marketing aspect.And also from its credit card business since the establishment of the development of problems experienced by the analysis,looking forward to finding the crux of the problem,to find solutions to the development of other similar banks in China to provide practical operational suggestions and countermeasures.