Research On Credit Card Marketing Optimization For Guang Dong Branch Of Postal Savings Bank

With the further promotion of interest rate marketization and financial disintermediation,the urgency and importance of developing credit card business is particularly prominent,and it is also an important growth point to adapt to market orientation.The role of credit card as a retail customer stabilizer continues to promote the steady development of retail strategy of China Postal Savings Bank.At present,the development of credit card of China Postal Savings Bank has changed from a start to a short run.The purpose of this paper is to systematically study the credit card marketing strategy of Guangdong Branch of China Postal Savings Bank,and to explore the suggestions of credit card marketing strategy that can give full play to Guangdong characteristics.On the basis of marketing management theory,customer value theory,situation analysis and other related marketing theory knowledge,this paper combs the theoretical results of credit card marketing research of scholars in recent years,and through interviewing the credit card business managers of Guangdong Branch of China Postal Savings Bank,summarizes the current situation and development of credit card business of Guangdong Branch of China Postal Savings Bank.The existing problems,combined with a brief survey of the social,political,economic and technological environment faced by the credit card business in Guangdong,make an analysis of the advantages of credit card marketing of Guangdong Branch of China Postal Savings Bank at this stage.Finally,a detailed questionnaire survey was conducted on the credit card consumption of Guangdong Branch of China Postal Savings Bank,including the preference factors of credit card consumers and the effect of marketing activities of Guangdong Branch of China Postal Savings Bank.The marketing plan of Guangdong Branch of China Postal Savings Bank was further adjusted and put forward.A series of safeguard measures,from expanding the market and risk control and other aspects of marketing strategy escort.In a word,this paper tries to provide some suggestions and safeguards for the development of the credit card marketing of Guangdong Branch of China Postal Savings Bank by analyzing the current situation of credit card marketing.At the same time,this research method can be used to try to solve the marketing problems of other commercial banks,and the conclusions can also provide reference for their marketing management.