Research On Marketing Strategy Of Credit Card Business Of Jilin Bank Changchun Branch

With the current boom in the financial consumer market,credit card business is playing more and more important roles in the overall marketing layout of banks,and is an indispensable part of banks in the field of financial services.In 2018,compliance development has become the main tone of the industry.The strict supervision has continued.Major banks have taken part in retail business.The credit card business has become a pioneer in business transformation and development.Under such circumstance,it is necessary to study the current credit card business status of Jilin Bank Changchun Branch,analyze its marketing environment and figure out existing problems.By analyzing the development stage of the credit card business,market position,marketing level,marketing strategy and industry competition,the shortcomings in the marketing process are derived.At present,Jilin Branch Changchun Branch is struggling to move toward a benign track of the market mechanism.However,there are many shortcomings in credit card products,application process,credit granting,marketing channels and promotion strategies,which restrict the development of credit card business and slow down the development of credit card business.Therefore,it is urgent to develop a marketing-mixed strategy to effectively activate the development of the credit card business downturn.This paper starts with the development of the credit card business of Jilin Branch of Changchun Branch,and summarizes the mature theoretical basis and document summary at home and abroad.Based on the actual business background and existing problems,this paper explores suitable research methods and corresponding research contents.Using relevant marketing theories and practices,the paper analyzes the policy,economic,social,and technological factors of the credit card market from a macro-environmental perspective;analyzes the environment of the credit card business market,competitors,customer groups,and special cooperative merchants from the perspective of micro-environment;The following measures are listing the SWOT matrix,analyzing the advantages,disadvantages,opportunities and threats faced by the credit card business in the competition,accurately analyzing the marketing environment of the credit card business,composing the trilogy of target market segmentation,selection and positioning,and exploring local commercial banks in a targeted manner.That is to optimize the marketing strategy,effectively develop the credit card market,increase the number of credit cards issued by branches;through sample research and research on customers,understand customer needs and better serve customers;through comparative analysis with the industry,participate in competition and improve its own competitiveness has broadened new ideas for the development of credit card business in the new economic environment.From the four strategies of product,price,channel and promotion,this paper puts forward reasonable suggestions,sets new goals for the development of credit card business,opens up new roads,and combine the arguments,arguments and arguments of analysis to discover new marketing mix strategy mechanisms.Finally,a series of safeguard measures and new marketing combination strategies are proposed,such as risk control guarantee,back-end technical support,talent team protection and internal system guarantee,which clear the obstacles for the marketing strategy research and ensures that the marketing mix strategy is in practice.This paper aims to maximize utility in the process to achieve cornering overtaking for other powerful and experienced banks.