Research On The Marketing Strategy Of Credit Card Installment Business Of JM Branch Of China Construction Bank

With the increasing competition in China's financial market,especially under the dual influence of interest rate liberalization reform and Internet finance,the traditional profit model,namely the deposit-loan spreads,has become increasingly unable to meet the needs of financial "supply-side" reform in the field of commercial banks.Credit card staging business started late in our country and has not developed sufficiently.However,it has unlimited prospects and is a real "blue sea" of the industry.How to dig money from the new business of credit card staging and quickly complete their own "moat" has become a thorny problem for bank credit card practitioners.In the past few years,JM Branch of China Construction Bank has been exploring credit card staging business,and its achievements coexist with potential challenges.In view of the general situation and current situation of JM Branch of CCB in the field of marketing credit card staging business,through the analysis of tools,there are some problems,such as weak sales awareness,slow market reaction,limited promotion means,inconsistent full responsibility and so on.Therefore,under the background of increasingly fierce market competition and slowing down economic growth,using 4P marketing strategy to promote the credit card staging business better,faster and healthy development of the fast lane.This paper is divided into five parts: the first part introduces the general situation and current situation of credit card staging business of JM Branch of CCB;the second part studies the external marketing environment,industry background,strengths and weaknesses of competitors and internal conditions of credit card staging business of JM Branch of CCB by using system analysis tools;the third part draws on strengths and weaknesses;By means of STP theory,the credit card staging market is divided and positioned accurately,and differentiated products and services are adopted.The fourth part is based on 4P theory of marketing,starting from product strategy,price strategy,channel strategy and promotion strategy,to formulate marketing strategy for JM Branch of Construction Bank in line with its own development situation.The fifth part is the conclusion and prospect.The innovation of this paper is that JM Branch of CCB formulates different product and service strategies and strengthens credit card staging business on the basisof customer positioning and detail,so as to enhance customer loyalty and continue to bring in intermediate business income.