Research On Improvement Of The Marketing Strategy Of C Bank Credit Card Business

In recent years,as a common tool and form of overdraft consumption,credit card has been integrated into daily life and become an indispensable part of people’s life,which to some extent promotes the promotion of consumption frequency and the expansion of consumer market.However,with the rapid development of fin-tech,the traditional profit model of payment,settlement and consumption of commercial banks is being comprehensively overturned,and the development of credit card business has also been greatly challenged.As a large state-owned bank,C Bank has been committed to improving the operating efficiency and competitiveness of credit card business through intensive cultivation in recent years,making it a profitable growth point,a supporting point of competitiveness,an expanding point of consumer finance and a breakthrough point of innovation.But under the background of the increasingly fierce competition in the market,the business of credit card of bank of C compared with the joint stock system bank benchmarking,still a gap in the benefit efficiency indicators,such as loan interest income and yields are lagging behind the joint-stock Banks,benchmarking in the structure and system construction of guest group of younger,customer management and fine management,the whole business scenarios all credit card application strategy deployment platform,"Internet +,layout,data analysis and application aspects there are still more.Therefore using the method of data collection,literature reading and comparative with the help of marketing theory and advanced experience of the credit card business development at home and abroad,putting forward a set of new marketing idea for C Bank credit card business to help C Bank improving credit card business marketing strategies,or effectively enhance the market influence of C Bank credit card business,which leads to the improvement of satisfaction and value creativity.The results show that C Bank should focus on improving its marketing strategy from four major aspects.First,in terms of product and service design,it is necessary to strengthen the design and development of personalized products^produce cards that meet the real needs of customers,optimize the process of approval and issuance of cards,reduce the waiting period for card processing,strive to increase the added value of cards,and constantly innovate and upgrade products and services.Second.,in terms of price strategy design,dynamic differentiated pricing should be carried out for different target groups and charging items based on the big data analysis model,and contract fees of merchants should be adjusted dynamically according to the contribution of merchants.Meanwhile,charging items should be constantly optimized to reduce unreasonable and unnecessary charges.Third,in terms of place strategy design,we should optimize the service experience of physical outlets,provide customer-centered scene layout and service standards,attach importance to the construction of network channels,and strengthen the combination of distribution channels.Fourthly,in terms of the design of promotion strategies,diversified advertising should be realized,emphasis should be placed on the use of Internet online advertising media,bonus points should be optimized,and differentiation of promotion activities should be realized.