Research On Credit Card Promotion Strategy In Xinyi Branch Of Agricultural Bank Of China

Since the reform and opening up,China’s economy keeps sustained and rapid development.Good macroeconomic and capital market development promotes the banking industry to embark on a higher platform for development.Since the first credit card was issued,credit card products and services are increasingly diversified.However,in recent years,outside competition of the credit card market is fierce,internal structure is imbalanced,and the growth rate of intermediate business income slows down.In the same period,Internet finance and mobile payment settlement emerged as the times require,and credit card integrates more closely,which brings new opportunities and challenges to the credit card business of commercial banks.In order to seize the credit card market as soon as possible,promote product marketing,improve product production capacity,and improve product profitability,many domestic commercial banks begin to carry out research and attempts in credit card promotion strategies and so on.Based on the current situation of credit card management in Xinyi branch of Agricultural Bank and the development situation of Xinyi area,this paper analyzes the problems existing in the development of credit card in Xinyi branch of Agricultural Bank.On the basis of studying the experience of credit card promotion of commercial banks at home and abroad,according to the idea of ‘present situation analysis-existing problems-optimization’,this paper makes an in-depth study and analysis on the credit card promotion work of Xinyi branch of Agricultural Bank.Through the SWOT analysis of the Xinyi Branch credit card market of Agricultural Bank,the Agricultural Bank Xinyi Branch should adopt SO strategy to make use of many business outlets and lots of debit card users to find potential customers,improve marketing skills and business literacy,make channel innovation and enhance services to further strengthen the brand image and enhance customer stickiness,hence,to increase market share.At the same time,the paper analyzes the factors of consumer credit card selection in Xinyi area,and finds out the preference of consumer credit card selection in Xinyi area,so as to carry out targeted promotion work and improve the competitiveness of credit card business.Because the Agricultural Bank Xinyi Branch personnel promotion target is not clear,the professional quality of promotion staff is not good enough,the service is satisfying,the theme of business promotion activity lacks the needle,the propaganda is not sufficient,the combination optimization plan concerning the personnel promotion,the advertisement promotion,the public relations promotion,the business promotion is constructed.In addition,under the premise of optimizing credit card promotion plan,it is necessary to strengthen credit card knowledge,simplify credit card application process,improve credit card activation rate and dynamic household rate,deepen credit card risk management,fundamentally solve the existing problems of Agricultural Bank Xinyi Branch credit card development,and realize the sustainable development of Xinyi Branch credit card business.