Research On Credit Card Marketing Strategy Of ICBC QD Branch

In recent years,due to the improvement of people's living standards,the entry of foreign banks,the rapid rise of Internet Finance and third-party payment platform,China's credit card business is facing unprecedented opportunities and challenges.The credit card of QD branch of industrial and Commercial Bank of China takes peony card as the brand product,which has won wide praise in the market through the efforts of the enterprise.However,due to the increasingly fierce market competition and serious product homogeneity,the business innovation and marketing strategies of QD branch are insufficient,which has affected the further development of QD branch's credit card business.In the marketing of credit card business,QD branch of ICBC needs to adapt to the changes of the environment,take the market as the guide,actively adjust the marketing strategy according to the needs of customers,and promote the further development of credit card business.Firstly,the paper expounds the relevant concepts and theories of the research;secondly,through the analysis of the internal and external marketing environment of QD branch,it clarifies the environmental opportunities and threats faced by QD branch,as well as the advantages and disadvantages of the enterprise itself;secondly,it clarifies the current product strategy,price strategy,promotion strategy,channel strategy,personnel strategy of QD branch credit card products This paper analyzes the tangible display strategy and service process,and points out the problems existing in the marketing strategy of QD branch,such as insufficient functional innovation,slow development of staged business,inadequate promotion,complicated card handling procedures,and poor marketing ability of personnel to high-quality customers.Finally,according to the target market of QD Branch credit card products,this paper puts forward the suitable credit card marketing for QD branch Suggestions for improvement of the strategy.The research results of this paper,on the one hand,hope to have certain guiding significance for the marketing practice of credit card products of QD branch of ICBC,on the other hand,hope to have certain reference value for the marketing practice of credit card products of other banks in the same industry.