Research On Z BANK Creditcard Marketing Strategy

In recent years,the consumption concept of domestic consumers has undergone tremendous changes with the development of the economy and the Internet.In the field of commercial banking,credit cards have developed rapidly and become a highly competitive business sector among major banks around the world.And the development of mobile technology has greatly changed the traditional banking business model.As a background,what measures should commercial banks take to expand the scale of their credit card business and enhance their comprehensive competitiveness has become an urgent need for research and resolution.topic.For Z Bank,it is no exception.Based on the rich marketing theory,this paper discusses the development status of Z-bank credit card business,and proposes a targeted strategy that is conducive to the development of Z-bank credit card business.This is of great significance for improving the market competitiveness of Z-bank credit card business.This paper first expounds the background,significance and literature on credit card marketing at home and abroad,and summarizes and summarizes the concept of credit card,the characteristics and prospects of credit card marketing,marketing combination theory,SWOT analysis,and PEST analysis.This paper provides theoretical guidance for the research.And so on,the definition of the paper,the introduction of the paper used in the research of marketing theory and analysis methods.This paper analyzes the development history and marketing environment of Z bank credit card by using PEST analysis method and SWOT analysis method,and points out the current situation and existing problems of Z bank credit card marketing.Including marketing positioning accuracy is not enough,credit card brand image creation is not enough,credit card product innovation is not enough,after-sales service needs to be strengthened,and marketing communication channels are slightly narrow.On this basis,this paper puts forward specific improvement strategies from four aspects: product,channel,price and promotion,which include providing more accurate products and services to customers,reasonably lowering prices,and improving online and offline channel integration and interaction.We will increase publicity for third-tier cities.