A Research On The Improvement Of Marketing Strategy Of Everbright Bank Credit Card Business

With the development of the domestic consumer economy and the rise of Internet e-commerce,smart phones and applications,The payment method of domestic residents has changed from traditional paper currency to online electronic money.The credit payment method has gradually become the preferred payment method when people pay.Based on this,the credit consumer business has also become the main profitmaking business of major commercial banks and internet giants.Everbright Bank,as the first domestic share-holding company in China,and the share-holding commercial bank with which the international financial organization participates,has continuously reached new heights in its development in recent years.Everbright Bank's core capital ranks the 12 th in the country in 2016 and has achieved great development.In the development of Everbright Bank,the development of its credit card business has played a positive role in promoting the improvement of its profitability.However,today,the phenomenon of equalization of credit card products,channels,and promotional forms is becoming increasingly serious.The development of credit card business is inseparable from today's development.The formulation and implementation of scientific marketing strategies.Therefore,only in the context of the actual development of comprehensive analysis of Everbright Bank credit card development status and problems,advantages,disadvantages,opportunities and threats in order to develop a competitive advantage of marketing strategies to promote the sustainable development of its credit card business.This article takes Everbright Bank's credit card business as the main research object.After analyzing the actual background and theoretical background of the development of credit card business,on the one hand,it explains the development process of domestic credit card business,and on the other hand,the relevant theory of credit card marketing has been Theoretical review.Then,starting from the reality of the development of Everbright Bank,this article describes and analyzes the origin and characteristics of China Everbright Bank's credit card and business,and the status quo of its development.It also analyzes the problems exposed by Everbright Bank in its credit card marketing strategy,and applies SWOT analysis to Everbright Bank's credit card.The strengths,weaknesses,opportunities,and threats of the business were analyzed.Based on the differentiated marketing theory,the paper put forward corresponding suggestions and opinions on the development of credit card marketing strategies of Everbright Bank from three aspects: credit card user market segmentation,brand building and relationship marketing.