Research On Marketing Strategy Of Credit Card Products Of JX Bank

With the continuous deepening development,transformation and upgrading of China's financial industry,credit card as the main means of profit of modern commercial banks,its importance is self-evident.Credit card products,as a personal consumption mode with both profitability and risk,originated from developed countries such as Europe and America.With the reform and opening up,credit card products have gradually become an irreplaceable part of the development of new China's economy with its unique and relatively perfect business management system and marketing mode.After decades of baptism,the advanced consumption mode of credit card products has gradually been accepted and favored by most consumers in China,enabling them to spread all over the country at all levels of consumption activities.In addition,with the strong rise of China's consumer finance industry,accelerated the development trend of saturation of credit card products market;therefore,under the new market background,how to deal with the impact of the Internet consumer finance industry on the credit card products of traditional commercial banks is a problem that major domestic commercial banks have to face.Jx Bank is the representative of local commercial banks in China.Its credit card business started late.Although JX Bank occupies a more advantageous market position in the current market with its own unique advantages,its product system has its own characteristics.However,with the continuous development of the market and the increase of competition intensity,the shortcomings and hidden dangers of its credit card products in management concept,product design and innovation,marketing and promotion also appear,which makes the credit card business of JX Bank look like chicken ribs.Especially in today's increasingly strong Internet consumer finance,how to strengthen the marketing strength of credit card products of JX Bank and improve its performance through innovation and optimization has become the top priority of JX Bank.To this end,this study is based on a review of research.Firstly,based on the analysis of previous research results and views,it clarifies the relevant concepts and theories involved in the marketing process of credit card products of commercial banks.Secondly,according to the analysis paradigm of marketing theory,according to the actual marketing situation of JX bank credit card products,a comprehensive investigation and analysis is carried out,and based on the investigation and analysis,further clarify the current marketing situation of JX bank credit card products.Thirdly,through the investigation and analysis of the causes of the marketing problems,it is found that JX Bank's credit card products have different degrees of problems in market positioning,product development,value-added services and marketing channels due to the old management concept and slow organizational efficiency.Finally,aiming at the existing marketing problems,this paper puts forward some marketing countermeasures and suggestions on improving and optimizing the infrastructure,human resources guarantee,wind control mechanism and product innovation,so as to promote the overall development level of JX Bank by improving the marketing performance of credit card products.