Research On Marketing Strategy And Tactics Of Credit Card Of M Bank

At present,China’s economic development has entered a new period of development.China’s economy has changed its original high-speed development stage to a high-quality development stage,which inevitably requires market products to transform to high-quality and high-performance.Credit card is one of the important settlement tools used by consumers in daily life.The development of credit card business in China started later than that in Europe and America.With the gradual development and maturity of credit card business of major commercial banks in China and the development and intervention of Internet industry,the credit card business of commercial banks is threatened and competed by products from the same industry and payment by third parties.How to compete?It has become an urgent problem for commercial banks to improve the competitiveness of credit card products in the fierce payment and settlement market.This paper uses PEST analysis method to analyze the macro environment of M bank’s credit card business.By analyzing the macro environment of M bank,the development of M bank’s credit card business is more favorable.The development prospect of credit card business is broad,but there are also arduous challenges.SWOT analysis is used to analyze the competitive environment of M bank’s credit card business.M bank has some problems,such as short development time,fewer outlets,lack of local characteristic products,imperfect customer service,inadequate marketing,etc.Its advantages are more complete types of cards,more preferences,more application channels,etc.Credit card development has a new platform and technology,which brings new development for credit card business.Fresh blood;but at the same time,credit cards are threatened by third-party payments.By analyzing the target market of M bank’s credit card business,this paper basically identifies five target markets and designs five different credit card products to meet the needs of most credit card customers.Finally,in order to promote the implementation of M Bank’s credit card marketing strategy and strategy,this paper formulates five aspects of implementation safeguards:organization,human resources,capital,brand culture and technical support.Starting from the practical work,this paper analyses the development direction and advantages and disadvantages of credit card business,puts forward the idea of cooperation between banking platform and financial network platform,superimposes customer’s commercial credit and financial credit,and enables customers to obtain maximum credit value through multi-party data.This idea still needs to be improved and innovated in practical work in the future.