Research On The Marketing Strategy Of Credit Card In The Background Of Internet

With the rapid development of market economy and the continuous progress made in internet technology,people's livelihood and consumption concepts have improved greatly.Changes in consumption pattern have also brought new understandings about over-consuming.Against such backdrop,as commercial banks intensify their marketing promotion,credit card is gaining popularity among consumers from various sectors.In the internet age,new characteristics have been developed for credit card business,bringing both opportunities and challenges,which has led to the transformation in marketing of credit cards of commercial banks.In this light,it is imperative for commercial banks to value the marketing strategy of credit cards.This thesis,taking commercial banks in HK as the study case,explored problems existing in marketing strategy of credit cards in the internet age.Through STP analysis,the thesis discussed market subdivision strategy for credit card marketing of commercial banks in HK from such aspects as geographical location difference,age difference,gender difference,resident income difference,etc,divided target market into such subcategories as high-end client market,female consumer market,young customer market and on-line customer market,and addressing that in market positioning,market position selection of network users shall be intensified,on-line marketing shall be conducted against current customers and strategies like differentiated marketing shall be adopted.Besides,by taking advantage of SWOT analysis,credit card marketing is found to be more advantageous than disadvantageous.Therefore,it is necessary to take every opportunity to make the most of the strength and minimize the weakness,and actively promote credit card marketing strategies.The thesis found some problems commercial banks in HK face in marketing credit cards:ambiguous positioning of target consumers,homogenization of credit card products,incompetence in internet marketing and insufficient marketing experience.After probing into the root of these problems,the following causes have been found:weakness in customer subdivision;lack of differentiated operation with characteristics;backward internet marketing thinking,unprofessional marketing team,etc.In addition,the thesis proposed some suggestions for commercial banks in HK in terms of marketing credit cards.As for strategy innovation,more efforts shall be paid to create innovative functions for credit cards,establish innovative strategy for customer subdivision and implement innovative internet marketing strategies.As for pricing strategy,a flexible differentiated pricing system shall be established to better control and manage installment rate.As for marketing channel of credit cards,more on-line marketing channel shall be built,private-public joint marketing shall be enhanced,and incentive policies for on-line marketing of credit cards shall be improved.As for credit card sales promotion,cooperation with merchants shall be enhanced to launch on-line activities and on-line gift exchange policies shall also be improved gradually.