Research On The Marketing Strategy Of Lanzhou Bank Credit Card Bussiness

With increasing prosperity of financial market in our country,credit card business has realized rapid development.Credit card business belongs to personal financial business category,which creates new profit point for banking industry and has large development potential in our country.Therefore,banks have promoted diversified marketing measures in order to grasp the credit card market.Throughout the development of credit card business for 30 years in our country,the commercial banks face the following challenges.First,the market is gradually saturated,the horizontal competition is getting fiercer,the credit risk is increasing constantly,and the operation is relatively difficult.Second,the credit card homogenization phenomenon is serious.Third,the internet finance emerges sharply,therefore,the business operation mode needs urgent transformation.Facing the fierce market competition,how to increase market share of credit card,enlarge its customer groups and enhance customer loyalty are important research topics for the development of credit card business in commercial banks currently.This paper researches the marketing and development situations of credit card business in Lanzhou Bank.Based on the marketing theory and customer relationship management theory,this paper explores and analyzes the existing problems of credit bard business in Lanzhou Bank,hoping by doing which can find a suitable development path for credit card business in Lanzhou Bank.This paper firstly introduces the background of credit card,analyzes the current situation of domestic and overseas researches,and finds related research theories,including STP theory,4Ps theory,7P theory,marketing management theory,customer relationship theory and etc..Secondly,through analyzing the internal and external environment of credit card business in Lanzhou Bank and using SWOT analytical method,this research finds the existing problems of credit card business in Lanzhou Bank,including products,services,marketing measures and employee incentives and etc..and by combining with STP theory,4Ps theory,7P theory,customer relationship management theory and marketing management theory,obtains the product strategyand service strategy for credit card marketing in Lanzhou Bank,thus to derive the marketing strategy for credit card in Lanzhou Bank.Finally,this paper introduces the marketing strategy implementation as well as supporting measures for HR,technical innovation,marketing management,risk management mechanism and enterprise culture.Through the research of credit card business in Lanzhou bank,this paper provides idea and method for credit card business development and improves its market share in credit card business.I hope this paper can offer certain guiding significance to credit card marketing for similar commercial banks.