Research On Marketing Strategy Of Credit Card For Agricultural Bank Of China XA Branch

With the arrival of the era of bank 4.0,the financial technology revolution has begun.Under the challenge of new technology,all the major Banks are faced with varying degrees of transformation pressure.As a traditional product of Banks,credit cards also face the competitive pressure from online and peers.Since the first credit card was born in China,It has 34 years of using of credit card history.With the continuous prosperity of the economy,credit card business has developed rapidly.Credit card products have become a favorable starting point for major Banks to seize the market and expand customers at a low cost.The research on credit card marketing strategy has an important impact on the innovation and development of credit card business.At present,all Banks are seeking for breakthroughs in credit card business.In the face of new environment and challenges,how to combine their own advantages to conduct in-depth analysis of the credit card market and find a breakthrough point has become the top priority of all Banks.This paper takes XA branch of Agricultural Bank of China credit card marketing strategy as the research object,combined with the actual situation of Xi'an area,makes an in-depth analysis of XA branch of Agricultural Bank of China credit card marketing strategy.Based on SWOT theory,this paper analyzes the advantages,disadvantages,opportunities and challenges of credit card business in XA branch of Agricultural Bank of China.And from the product,price,channel and promotion,the paper analyzes the problems existing in the credit card marketing strategy of the XA branch of the Agricultural Bank of China.Through the analysis,it is found that the XA branch of the Agricultural Bank of China has serious product homogeneity and product delay,lack of differentiation in pricing,lack of differentiation in issuing channels,and low quality of cooperative preferential merchants.Through the analysis of these problems and combined with 4Ps theory,some suggestions are put forward: first,according to the consumption structure and age level of market segmentation,positioning the young customer group and the domestic market stratification positioning.Second,the credit card product virtualization,at the same time improve its appearance and carry out accurate innovation of the product scene.Third,the use of differentiated credit card rate policy,and reduce credit card operating costs.Fourth,using the bank's professional marketing system to attract the potential customers of credit card,and expand the online marketing channels at the same time.Fifth,strengthen cooperation with well-known merchants,and use the self media platform to increase the number of promotions.In general,this paper has a certain research pertinence and practical value.Through the analysis of the current situation of the XA branch credit card business of Agricultural Bank of China,this paper puts forward feasible optimization strategies and safeguard measures,and also has relevant reference value for peers.