Marketing Strategy Of Credit Card Business Of HX Bank Of Hangzhou Branch Under The Background Of Internet Finance

The development of Internet Banking for Hangzhou branch of HX bank credit card marketing network also brought opportunities,but also bring new challenges,based on the "Internet plus" of the national strategic development opportunities,credit card network marketing innovation is the key of Hangzhou branch of HX bank credit card marketing transformation and upgrading.Business marketing strategy based on the design and improvement of the Internet financial background of commercial bank credit card,index system construction and demonstration of the evaluation of Internet Banking under the background of commercial bank credit card marketing strategy business performance for directory,using literature review,case analysis,to the credit of Hangzhou branch of HX bank card network marketing environment,problem analysis and draws the following conclusions: First,Hangzhou branch of HX bank credit card marketing network marketing facing products are not rich flow limitation;the service is not in place,especially the experiential service is not perfect,credit card marketing need to upgrade.Second,through marketing segmentation of credit card of Hangzhou branch of geographical region,age,gender,income based on target market selection and market positioning,market positioning of the increase of network users and the market positioning of the existing customer network marketing,deep operating characteristics.Third,HX Hangzhou branch of the bank credit card marketing strategy design,one is the product innovation,to achieve user interactive experience,provide personalized "Internet plus" customer service,provide rich and characteristic value-added services;two is the price,according to the analysis of the differential pricing strategy implemented by using large numbers,the implementation of flexibility diversified pricing;three channels,to maintain large data precision marketing and customers,"Online + offline" network service;the four is the promotion,building a diversified mode of marketing business promotion,adding elements of mobile internet promotion;five is personnel,full integration of customer resources and all kinds of differential customer management;six is the process,to enhance customer loyalty management,the "card" into the "interface" upgrade strategy;seven is a visible display,We should carry out the multi channel brand publicity of "traditional + new media",enhance the information transmission of corporate social responsibility and carry out the brand value propaganda of the enterprise.Fourth,the construction measures of strategy implementation,namely the construction of highly efficient large data analysis system,change the marketing mode of thinking,the formation of credit card network marketing organization,perfect risk management system to build the multi-dimensional;strategy implementation evaluation index system,effectiveness evaluation strategy implementation,verify that the Hangzhou branch of HX bank credit card network marketing strategy is effective the.The innovation of this article includes the innovation of strategy and the innovation of the means of evaluation.First,we should build up the credit card marketing strategy of commercial banks under the background of Internet finance,and integrate them into the complementary relationship between credit cards and Internet finance,and further improve the formulation of credit marketing strategies for commercial banks in the Internet financial environment.Second,this paper innovatively combines AHP and fuzzy mathematics method of cross application,fuzzy analytic hierarchy process method is applied to the Internet financial background of HX bank credit card marketing strategy implementation of empirical research on the effect evaluation,to establish evaluation criteria set,evaluation index score,single factor fuzzy evaluation index weights to construct multi-level fuzzy comprehensive evaluation matrix HX,the bank credit card marketing strategy implementation effect comprehensive evaluation results,verified the validity of the model.