Research On Credit Card Business Marketing Strategy Of Industrial And Commercial Bank Of China Qingdao SNS Sub-branch

With the continuous improvement of China's economic development level,people's consumption concept has undergone a fundamental change,and the concept of advanced consumption is increasingly accepted by the public.Various commercial banks continue to innovate their business and launch various credit card products that meet people's needs,which has enabled the credit card business to develop rapidly.However,due to the rapid expansion of commercial banking business and the strong supervision of financial regulators,the credit card business is also facing certain challenges while developing.Especially with the rapid development of third-party payment and mobile payment technologies,customers have more choices to choose credit card products that they consider convenient and preferential.At present,ICBC's credit card business is developing steadily,but it is also under pressure from various sources.How to keep ICBC's credit card business developing steadily in the fierce competition is a problem that the bank urgently needs to solve.Industrial and Commercial Bank of China Qingdao SNS Sub-branch is a flagship bank of Industrial and Commercial Bank of China.It has many characteristic outlets under its jurisdiction,with different geographical advantages and outstanding representativeness.This article uses the research objects of the Industrial and Commercial Bank of China Qingdao SNS branch behavior,using literature analysis,questionnaire survey and other research methods,combined with marketing theory to analyze the marketing status of Qingdao SNS branch,to find out the problems in the marketing process of the branch,According to the marketing theory and the internal and external environment of Qingdao SNS Sub-branch,the marketing strategy of Qingdao SNS Sub-branch is given to carry out precise marketing positioning.Our research shows that there?re several obstacles concerning to the marketing of the credit card business of the SNS branch office of ICBC Qingdao which make the further development impossible.Although the value brand of ICBC seems to be an imcomparable advantage for the credit card business among the rivals,still there?s a lot of aspects in need of improvement,such as the competitiveness of the credit card productitself,the staff of marketing and the means of selling,etc.What?s more,the rivals and the development of the third-part payment system have made the credit card business grow slower.This paper analyze several perspectives of the credit card products of the branch office SNS of ICBC Qingdao in order to design the strategies for its sustainable development.