Research On Optimization Of Credit Card Marketing Strategy Of China Construction Bank H Branch

At present,the consumption concept of the vast number of consumers has also undergone a major change.This is mainly attributable to the rapid development of China's economy by leaps and bounds,which has resulted in a significant improvement in people's living standards,the change of consumption concept is quite different from the traditional consumption concept before,and people are more willing to experience and accept the advanced consumption,which is followed by the overwhelming publicity of credit card products,this also makes more consumer begins to understand and favour to use credit card product.The major financial institutions quickly grasped this marketing opportunity and began to invest a large amount of manpower and material resources to increase their market share of credit card products,thus making the credit card business develop by leaps and bounds,the rapid development will inevitably bring a series of bottlenecks and problems,which in turn will restrict the overall financial development.CCB's h branch also faces such problems.In order to maintain its competitive advantage in the same industry,seize market share,realize the breakthrough development of credit card business,and realize the ice-breaking Journey,it is urgent to optimize the traditional credit card marketing strategy,in-depth analysis of the characteristics of the market,in line with the current development of targeted marketing mix strategy.In this context,this paper uses PEST theory and porter's five-force model to analyze the credit card macro-marketing environment and industry environment of branch H of CCB,by analyzing the basic situation,organization structure,product structure,human resources,performance appraisal structure and technical equipment level of branch h of CCB,the internal environment characteristics of branch H of CCB are analyzed,finally,SWOT analysis method is used to put forward the SWOT combination strategy,and then STP analysis method is used to analyze the marketing status of branch H of CCB in market segmentation,target market and market positioning,based on the theory of marketing mix,this paper puts forward the current situation of marketing strategy of CCB h branch in product,price,channel and promotion,as well as the existing problems and reasons,then it puts forward market segmentation and target customer development strategy,perfect product innovation strategy,optimize price differentiation strategy,accelerate channel transformation strategy and optimize sales promotion diversification strategy,this paper puts forward some measures to ensure the implementation of the corresponding optimization measures.