Research On Stage Marketing Strategy Of CCB TC Branch Credit Card Business

In the past two years,China's overall economic stability has grown steadily,people's lives have continued to improve,and national income has continued to grow.In terms of total consumption,China's total retail sales of consumer goods totaled 30 trillion yuan in 2015,an increase of 10.7 % year-on-year.The emerging middle class led the trend of upgrading consumer quality.Upgrade consumer retail sales(automobiles,household appliances,etc.)increased by18% year-on-year,information consumption(communications equipment,etc.)increased by 36 % year-on-year,and healthy consumption increased by 52 % year-on-year.Due to the excessive liquidity of capital,the fluctuation of the exchange rate of RMB,the intensification of international trade situation and the tightening of housing loans,the supporting role of consumption on China's economic development will continue to strengthen,and the consumer credit business is in a period of high-speed development strategy without "ceiling".Along with the rapid development of market economy in our country,Internet finance has attracted many young consumer customers with its advantages of low cost,good experience and wide coverage,and has quickly occupied the bank credit card installment payment market.Therefore,the research and analysis of the credit card staging business is of great practical significance for the major banks in China to improve the level of credit card staging business.Financial market is more open with the economic development,credit card business has become one of the important ways for banks to obtain profits.In the face of the broad prospects of credit card business,major banks have increased their investment in credit card business in order to compete for the market.Expect to achieve economies of scale by continuously expanding market share.Credit card staging business is one of the important ways for credit card business to profit.It is achieved by charging low fees through circular lending.With the change of consumption concept and the development of financial market,installment payments have been made in personal credit business.Great achievements.This paper takes the study of the marketing of TC sub branch's credit card installment as the research subject,takes its business development market at this stage as the background,uses the marketing method of combining service marketing and overall marketing,and uses STP analysis method to subdivide the market of TC sub branch's credit card installment business at this stage,and divides the customer group according to the different occupation,age and income level,so as to achieve high quality To mine potential customers by stages.Then by using the SWOT analysis method,the disadvantages and challenges of TC sub branch in credit installment business are classified,and the short board of TC sub branch at present is that the early credit card customer maintenance is not in place,the card activation utilization rate is low,and the data processing technology is weak,which is facing the threat that the market is gradually divided by Internet Finance and peers.The marketing strategy proposed in this paper is based on the 4P theory.It starts from the four aspects of product brand development,self-service channel and marketing team formation,differentiated pricing for different customers,and optimization of promotion strategy.Combined with the conclusions of STP and SWOT analysis,it aims to solve the current difficulties encountered by TC sub branch credit card installment business.