Study On Optimization Of Marketing Strategy Of Credit Card Business Of Hunan Branch Of China Postal Savings Bank

In recent years,the credit card business has increasingly become one of the important sources of value creation for various commercial banks.Each bank has invested a large amount of money and material resources to grab market share.At the same time,Internet finance and mobile payment have rapidly emerged,and they have become more closely integrated with credit cards.It brings new opportunities and challenges to the credit card business of the bank.In this context,it is of great practical significance to study the optimization proposal of credit card marketing strategy of commercial banks.Based on the background of the development of credit card business in China,this paper analyzes the current situation of Hunan Branch of China Post Savings Bank,finds out that the bank has problems such as unclear target market positioning,lack of product innovation,single marketing channels,and insufficient human resources construction.Aiming at the above problems,firstly,this paper analyzes the credit card market subdivision,positioning the market of this bank as “based on the first and second tier cities,seize the third and fourth tier cities”,and locking the customer group as “high loyalty bank customers and diversified young customers”;Secondly,this paper designs a marketing combination strategy suitable for the development of Hunan Branch of China Post Savings Bank.The bank should speed up the upgrading of its credit card products,design targeted personalized products for its target audience,build a financial cloud platform based on the needs of the Internet time,and develop and promote new forms of payment;In terms of price,the bank should adopt a differentiated price strategy and flexibly price according to the customer's contribution and value;In terms of channels,the bank should promote the transformation of dot function,at the same time layout of electronic marketing channels,and combine with service marketing;In terms of promotion,the bank can carry out a variety of promotional methods such as advertising,employee promotion,linkage marketing,and promotional activities.Finally,this paper puts forward further measures from four aspects: management mechanism,customer service mechanism,human resources and risk management.Based on the actual situation of credit card business in Hunan Branch of China Post Savings Bank,the research of this paper has a strong research target,whichprovides practical suggestions and measures for optimizing the credit card business marketing of Hunan Branch of China Post Savings Bank.At the same time,the research results and methods of this paper can also be used to improve the marketing strategies of other commercial banks and play a reference role for the marketing management of the same industry.