Research On Credit Card Marketing Strategy For Psbc Guangdong Branch

Credit cards have entered a new era of development.From connecting a large number of consumption scenarios through credit cards to building new relationships among people,payment,consumption and real economic development,banks have gradually entered into embedding the ultimate financial service experience into a large number of consumption and payment scenarios through credit cards,reshaping the relationship among people,payment,consumption,finance and real economic development.At the same time,science and technology lead the development trend of credit card,that is,networking of customers,virtualization of real cards,payment without cards and consumption scenarios,which upgrade the credit card market competition from a single online model to a comprehensive online model.In order to win a place in the fierce competitive environment,banks must build up their own competitive advantages in market segmentation by constructing effective marketing strategies to meet the needs and changes of current market development.With the rapid development and progress of financial science and technology,the theory of credit card marketing strategy is constantly developing and progressing,and the strategies based on customers,products,markets and channels are constantly updated and iterated.This paper takes the credit card business of Guangdong Branch of Postal Savings Bank as the research object.Firstly,it makes an analysis of the development status of credit card business of Guangdong Branch.Based on the characteristics of the development stage of credit card business of Guangdong Branch,it analyses the stage of credit card business of Guangdong Branch,and combines the characteristics of this stage,it also analyses the present marketing situation of credit card business of Guangdong Branch in Guangdong area.From the problems in marketing,it is concluded that since the establishment of Guangdong Branch of Postal Savings Bank in 2007,the credit card business has experienced three stages of start,development and rapid growth,and has achieved good results.However,in the fierce competitive market environment in Guangdong,it is facing greater development pressure and competition pressure.Secondly,through the internal and external environment analysis of the opportunities and challenges faced by the credit card business of Guangdong Branch,this paper draws a conclusion that under the impact of Internet finance,the development trend of credit card business presents new characteristics.The credit card business of Guangdong Branch is in a critical period of strategic development and is facing the pressure of transformation and development.Based on SWOT matrix analysis of credit card business of Guangdong Branch,that is,from the four aspects of advantages(S),disadvantages(W),opportunities(O)and challenges(T),combined with the characteristics of the current stage of development,this paper studies the marketing strategy of credit card business of Guangdong Branch,and concludes that the credit card business of Guangdong Branch of Postal Savings Bank should adopt SO advantage opportunity strategy and WO disadvantage opportunity strategy.To meet the requirements of strategic development.Thirdly,through the research and analysis of STP and 4P marketing strategy of credit card business of Guangdong Branch,this paper draws a conclusion that Guangdong Branch can follow the method of bank-owner flow in the target market segmentation of credit card business;and in the target market selection,it puts forward three aspects of the project in combination with the overall development orientation,current development needs and future development potential of Guangdong Branch of Postal and Savings Bank.The paper also suggests that the credit card business of postal savings banks should clearly define the market orientation of "serving the community" and further promote the business development with the focus of "integration,specialization and intelligence".At the same time,combined with practice,I thoroughly analyzed the marketing strategy of credit card business of Guangdong Branch,and pointedly put forward the development marketing strategy based on the current situation and looking forward to the future.Firstly,I suggest that Guangdong Branch implement product upgrading,product improvement and product innovation according to the product strategy of "people have nothing,people have excellence,and people have excellence";secondly,I suggest that Guangdong Branch use "internal and external combination,up and down".The three-dimensional channel strategy,which combines self-owned channel,post sector channel,third-party channel and integration of online and offline,should be implemented.Third,it is suggested that Guangdong branch should improve the overall profitability and level of credit card business by relying on index evaluation model and implementing price strategy and promotion strategy around the comprehensive value and future value of customers.Finally,in order to ensure the implementation of marketing strategy and marketing strategy,feasible,concrete and operable safeguard measures are put forward from four aspects: organizational structure,management system,talent team and scientific and technological strength.