Research On Credit Card Marketing Strategy Optimization Of CCB Qinhuangdao Branch

In recent years,China's economic level has been constantly improved,the national consumption power has gradually increased,the financial system has been constantly improved,the market has become more open,commercial banks,Internet finance,mobile payment have gradually emerged,resulting in more and more banks stepping into the credit card market,and a large number of manpower and resources have been invested to occupy market share,The credit market has gradually become an important part of various commercial banks.With the continuous improvement of the business model,the credit card market of banks has gradually shifted to intensive pattern stage,types of credit card and service contents are now diversified in order to meet customer needs.Faced with the increasingly fierce market environment,the development of the credit market has encountered many challenges and opportunities.In this context,how to increase market share and discover new opportunities to enhance the market share of CCB Qinhuangdao Branch credit card and realize the bank's business objectives are of great significance.Firstly,this paper combines the development of CCB's Qinhuangdao branch credit card business,combs relevant credit card and marketing theory,uses PEST and Porter's five-force model analysis method to analyze the macro-environment,industry environment and internal environment of credit card marketing,and combines SWOT analysis method to analyze the advantages,disadvantages,opportunities and threats of credit card marketing compared with rivals.Secondly,the target market of CCB's Qinhuangdao branch credit card is subdivided and positioned by STP analysis method,and then the present situation of CCB's Qinhuangdao branch credit card marketing strategy is elaborated from the aspects of Product,Price,Place and Promotion strategy.On the basis of environment analysis and marketing status analysis,this paper finds out the related problems of credit card marketing,and elaborates the reasons in detail with theoretical knowledge.Finally,the corresponding improvement strategies are put forward from the aspects of product,price,channel and promotion,and it is pointed out that specific marketing guarantee measures should be established from the aspects of resources,manpower and technology in order to enhance the rationality and practicability of the improvement strategies.Through the above research,I hope to have some help and Enlightenment for CCB's Qinhuangdao branch improving credit card marketing strategy,and also hope to play a certain reference role for similar enterprises.