Research On Credit Card Marketing Strategy Of Jiuquan Branch Of ABC

With the rapid development of the global economy and Internet finance,the banking industry is developing rapidly.Credit cards,as a credit and payment settlement tool,are characterized by their comprehensiveness,wide-range,high-yield,high-risk and high-investment etc.which promotes the consumers’ spending and plays an important role in economic growth.Both domestic and international banking industry is gradually recognizing the importance of credit card business with the development of the political and economic environment and the changes in people’s income levels and consumption concepts.The Agricultural Bank of China started its credit card business in 2002 and issued its first credit card internally in 2003.More than 100 million credit cards have been issued by the Agricultural Bank of China during the past 15 years.However,the development of credit card business in Jiuquan Branch,a secondary branch of the Agricultural Bank of China,is relatively inadequate in recent years.It is imperatively for Jiuquan Branch to step out of the marketing dilemma and gain a dominant position in the local competitive credit card market.This paper aims to provide a reasonable and effective marketing strategy for ABC Jiuquan Branch Credit Card.Firstly,the background and significance of the research,the research content,methods and research ideas are explained.The current situation and existing problems of credit card business marketing of ABC Jiuquan Branch are investigated through field investigation and related literatures.Secondly,based on the relevant marketing theory,the environment of the credit card business of ABC Jiuquan Branch is analysed from the macro environment and the competitive environment of the industry.The SWOT analysis method is used to analyse the advantages,disadvantages,opportunities and threats of the credit card business of Jiuquan Branch.Furthermore,the STP analysis is employed to subdivide the credit card business market of ABC Jiuquan Branch,clarify its target market,and provide support for the subsequent determination of marketing strategies.Thirdly,using the7 Ps marketing theory tool,combined with the target market of ABC Jiuquan Branch Service,develop a marketing strategy suitable for the development of credit cardbusiness of ABC Jiuquan Branch,namely,a comprehensive and multi-dimensional product strategy;set online,offline,external extension,Public-private linkage channel strategy;differentiated and differentiated pricing strategy;diversified promotion strategies;people-oriented personnel strategy;process strategy focusing on customer experience and specialized and characteristic tangible display strategy.Finally,it proposes a targeted implementation plan for the effective implementation of marketing strategies,and provides strong protection from human resources,information technology,and assessment systems.Marketing strategy proposed in this paper will lay a foundation for improving the credit card marketing level,improving the credit card business brand efficiency and improving the industry competition level of ABC Jiuquan Branch.It can provide some reference for other commercial banks to adjust,improve and optimize the credit card business marketing strategy.Also,it can provide meaningful reference in the research of similar credit card marketing strategies.