Research On Marketing Strategy Of Credit Card Of HN Provincial Rural Credit Union

The essence of credit card is a personal consumer credit payment tool,which provides users with funds,products or services through a bank-approved "credit account".The emergence of credit cards meets the diverse demands of people's consumption and payment.The development and promotion of credit card business as an imported product in our country has experienced from the initial proxy card issuance to becoming a popular product of banks,and then with the establishment of UnionPay Credit Card business ushered in an era of rapid progress.By the end of 2018,there were 686 million credit cards in use in China.Although there has been a breakthrough in card issuance,the gap between China and developed countries is obvious according to the data of 0.49 cards per capita.As HN province has a large population base and the total economy ranks in the forefront of the country,the market competition of credit card business in HN province is extremely fierce.In addition to the traditional state-owned banks,there are also 12 national joint-stock banks and many local city commercial banks to carry out credit card business.Therefore,it is of practical significance to choose the credit card business of HN Provincial Rural Credit Cooperatives as the research object.HN Provincial Rural Credit Cooperatives have launched credit card business in the context of deepening reform,highlighting the decision-making level's determination to transform and develop.Credit card marketing business includes two major directions: credit card issuing marketing and credit card marketing.Because the credit card business of HN Rural Credit Cooperatives is in the initial stage,it is relatively weak in product design,channel construction,customer expansion,personnel reserve,brand communication and many other aspects.This paper expounds the importance of developing credit card business for rural credit cooperatives,and then deeply studies the marketing environment faced by the credit card business of HN Provincial Rural Credit Cooperatives.Through the analysis of the macro environment faced by HN rural credit cooperatives and the current trend of the industry,the challenges and opportunities faced by the credit card business of HN rural credit cooperatives are panoramically demonstrated.When the regional banks represented by HN Provincial Rural Credit Cooperatives carry out credit card business,they are faced with such problems as narrow customer base,homogeneity of products and weak market activities.This paper analyses and summarizes the actual conditions and reasons for the formation of credit card marketing problems in HN Provincial Rural Credit Cooperatives.According to the operation characteristics of rural credit cooperatives,this paper uses 7PS marketing mix strategy,puts forward suggestions for improving marketing strategy,and provides guarantee suggestions for the implementation of marketing strategy.Under the background of the reform and development of the rural credit cooperatives in China,this paper provides some suggestions for the rural credit cooperative system to promote the transformation of retail business,optimize the revenue structure and optimize the structure of the customer group by vigorously developing credit card business.