Research On The Marketing Strategy Of SL Credit Cooperative Credit Card Service

With the continuous development of the rural economy,credit cards have also begun to spread in rural areas.In this context,based on the 7PS combination theory of service marketing,this paper studies the marketing of credit card service of SL Rural Credit Cooperatives.The research of the thesis adopts literature research method,case analysis method and comprehensive analysis method.The paper first introduces the research background and research significance,and expounds the service marketing portfolio theory,and introduces the relevant research status at home and abroad,which provides a theoretical basis for the next research.On this basis,the paper analyzes the development of SL Credit Union and credit card business,and analyzes the credit card marketing environment of SL Credit Union,including macro environment analysis and micro environment analysis.In the macro-environmental analysis,it mainly analyzes the economic environment,policy and regulatory environment,social and cultural environment and technical environment of SL credit card business development.In the micro-environment analysis,the internal environment and market environment of SL Rural Credit Cooperatives were analyzed.Then,SWOT analysis was carried out on the credit card business of SL Credit Union,pointing out the advantages & weakness of SL credit card marketing development,the opportunities for development and the threats.According to the above analysis,the paper analyzes the problems in SL credit card service marketing.The problem analysis is based on the 7PS combination element concept of service marketing,from product marketing strategy,price marketing strategy,channel marketing strategy,promotion strategy,personnel strategy,and tangible display strategy.And problems in the service process strategy.Finally,based on these issues,the corresponding optimization strategy recommendations are proposed.The innovation of this paper is to apply the theory of service marketing mix to credit card marketing business of SL county-level rural credit cooperatives,which enriches the research gap in this field.At the same time,there are some differences between credit card business of rural credit cooperatives and credit card marketing business of ordinary commercial banks in terms of service object and credit card development form.Therefore,the research is innovative.