Study On Credit Card Marketing Strategyof Jinan Branch Of A Bank

China’s economic development has stepped into the new normal,and residents’ consumption concepts are also gradually changing,providing an opportunity for China’s credit card to usher in the "golden era".Major Banks have taken the credit card business as one of the strategic tasks of seeking transformation,upgrading and sustainable development,and invested manpower and material resources to grab the market share of credit CARDS.However,at present,the serious homogenization of credit card products and the single pricing method affect the effect of bank credit card business marketing and are not conducive to the sustainable development of China’s credit card industry.Work out the marketing strategy to adapt to the changes of the current market environment and meet the demand of consumers for credit CARDS,which can provide ideas for the marketing of credit card business of Banks,and at the same time become the inevitable choice for Banks to develop credit card business.This paper takes Jinan branch of bank A as the object to study the marketing strategy of bank credit card.Firstly,by analyzing the marketing status of the credit card business of bank A,the paper analyzes some problems existing in the marketing,including the lack of product variety and differentiation,the need to improve the efficiency of channel utilization,the lack of flexibility in pricing strategy and the single product promotion method.The causes of the problems include backward marketing concept,weak information analysis ability and unreasonable incentive mechanism.Secondly,by analyzing the environment of Jinan branch of bank A,the advantages and disadvantages of the credit card business of Jinan branch are clarified.Advantages are lower rates,public-private linkage marketing and higher efficiency of offline channels;Disadvantages are not obvious product differentiation,product pricing flexibility,etc.Then,STP was used to determine the main target market for Jinan branch of bank A: focusing on male customers,young customers under the age of 35,and middle and high-end customers.Aiming at the problems existing in the credit card marketing of Jinan branch of bank A,the marketing mix strategy was formulated: product strategy,development of products targeted at target customers,enrichment of products with local characteristics,integration and construction of credit card ecosystem;Channel strategy,establish a comprehensive channel system,improve the efficiency of channel service;Price strategy,optimize the credit card fee items,reduce the installment rate;Carry out continuous and diversified promotional activities;Finally,in order to ensure the smooth implementation of the credit card marketing strategy of bank A Jinan branch,this paper proposes safeguard measures from the aspects of concept,personnel,information and incentive mechanism,respectively,to establish A customer-oriented marketing concept,build A professional marketing team,improve the level of marketing informatization and build A reasonable incentive mechanism.