Research On Marketing Strategy Of Credit Card Stage Business Of Bank HC Hainan Branch

In recent years,central banks in various countries have adopted a series of positive monetary policies and tools to control risks and jointly safeguard the foundation of global economic recovery.The global economic situation has entered a new stage of recovery since the 2008 economic crisis.At the same time,in recent years,with the rapid development of AI,big data,cloud computing,data mining,4G5G and other information technologies,Internet finance came into being,which has a certain impact on the banking and other financial fields.In addition,with the continuous advancement of interest rate marketization process,the competition among commercial banks is deepening day by day.Banks can no longer rely solely on deposit and loan spreads to maintain the main source of profits.Intermediate business income level has increasingly become the main indicator and profit focus of competition among banks.Among them,credit card and its staged business play an important role in improving the market share of banks,expanding high-quality customer resources,and adjusting the structure of profit sources.Credit card staging business covers all kinds of daily needs of residents,such as car purchase,tourism,rental,home decoration,household,education,wedding and so on.It can constantly change residents'consumption concept and stimulate residents'consumption desire,so that credit consumption plays an increasingly prominent role in the development of national economy.For commercial banks themselves,the growth of credit card staging business is directly related to the level of intermediate business income.Therefore,in recent years,commercial banks pay more attention to the important position of credit card staging business in bank retail business,and constantly increase marketing efforts to promote the scale of credit card staging business transactions continues to expand.This paper uses the relevant marketing theory,starting with the credit card and phased business of Bank HC Hainan Branch,and combining the marketing theory with the practical work,makes an in-depth analysis and Research on the marketing situation of the credit card and phased business of Bank HC Hainan Branch,which is divided into the following parts:This paper first elaborates the research background,purpose and intention of this paper,and summarizes the overall research ideas,research methods,paper framework and possible innovations.Then it briefly summarizes and summarizes the credit card,credit card stages and domestic and foreign research overview.Next,the basic overview of Hainan Branch of Bank HC,the latest credit card staging products,the development status of credit card staging business and the existing problems are analyzed in depth.In the next part,through PEST analysis and SWOT analysis,we can get a better understanding of the macro-environment,strengths,weaknesses,opportunities and challenges faced by the credit card staging business of Bank HC Hainan Branch,and then put forward countermeasures through SWOT matrix.In the most important chapter of this paper,the marketing strategy design of credit card staging business of Bank HC Hainan Branch is introduced.Through STP,the market segmentation,target market and market positioning faced by credit card business of Bank HC Hainan Branch are analyzed,and then the strategy design of credit card staging business marketing of Bank HC Hainan Branch is carried out.Finally,in the safeguard measures of the credit card staging business marketing strategy of Bank HC Hainan Branch,specific safeguard measures are put forward for the credit card staging business marketing strategy of Bank HC Hainan Branch through human resources safeguard and risk prevention and control safeguard.Chapter 7 summarizes and prospects the above-mentioned views,draws a conclusion of this study,and puts forward the shortcomings and future prospects of this paper.