Research On Credit Card Marketing Strategy Of A Branch Of Industrial And Commercial Bank Of China

In recent years,the credit card market in China has maintained high-speed growth,because of the credit card business in expanding customer base,improve intermediary business revenue and other advantages,become the strategic transformation of commercial Banks in the process of competition.Credit card also because of its payment convenient,consumer credit characteristic,more and more for the majority of domestic consumer to accept.However,as the competition in the credit card market becomes more and more intense,how to meet the customers' needs,adapt to the internal and external environment,market positioning,and formulate effective marketing strategies are particularly important.Industrial and commercial bank as A development faster,competitive commercial bank,A branch of industrial and commercial bank of the analysis of credit card marketing strategy research for industrial and commercial bank to improve credit intermediary business revenue and improve the ability of our country bank credit card marketing has practical significance.First,the theory of credit card and marketing.This paper introduces the definition of credit card,credit card products,credit card product advantages,elements of the credit card market,after introducing the market marketing theory and analysis tools,provide necessary theoretical basis for later analysis.Second,icbc A branch credit card marketing external environment analysis.This paper analyzes the macro environment and the competition environment in detail,analyzes the demand environment,and sets up the marketing strategy for the market positioning.In the macro environment analysis,the PEST analysis model is used to analyze the four aspects of politics,economy,social culture and science and technology.Industry using porter's five competitive environment analysis model,from the supplier's bargaining power,buyers bargaining power,the threat of new entrants,substitutes,the competition,five aspects carries on the detailed analysis.Then we analyze the demand environment,mainly introduce the market situation,customer consumption behavior survey and customer consumption behavior analysis.Industrial and commercial bank A branch credit card marketing internal environment analysis.It mainly analyzes the resources and abilities of icbc A credit card.After that,A SWOT matrix is used to formulate the credit card marketing of icbc A branch.After determining the total goal,the marketing strategy was developed using the 7P marketing combination theory.Strategy formulation from products,pricing,channels,promotions,personnel,visible display,service processes.Finally,industrial and commercial bank A branch credit card marketing safeguard measures.The guarantee measures are put forward from four aspects:organizational structure,performance assessment,personnel training and risk control.