The Research Of Network Marketing For Customer Acquisition Of China Citic Bank Credit Card Center

With the development of China’s economy and society,credit card has become increasingly popular as a convenient financial tool to support daily consumption.Under the encouragement of national policies,the competitive substitution of new entrants to Internet finance and the pressure caused by third-party mobile payment service provider,all banks are currently strengthening their marketing of credit card customers,hoping to acquire customers as quickly as possible within a short strategic window,expand their scale,and lay a foundation for their future survival and development.Online marketing can avoid the problems of sales personnel management,the growth rate and scale of customers limited by number of sales personnel,but it also has its own characteristics and existing problems.Therefore,it is of great significance to study the issue of customer acquisition through online marketing of credit cards,especially in CITIC Bank.This paper first briefly reviews and introduces the concepts related to credit cards,classic marketing theory,network marketing theory,especially hacker growth model,then introduces the development status of credit card industry in China,and analyzes the marketing environment with PEST model.Then,it discusses the current situation of credit card online marketing of CITIC Bank,especially the problems faced from three aspects,such as online co-brand card products,online traffic channels and marketing activities utilizing Social Network Platform,and puts forward corresponding improvement suggestions based on the current advanced practice of the Internet industry.At last,the paper discusses the guarantee conditions needed to implement the improvement proposal,and looks forward to the future online marketing for credit card user acquisition.After the above research,a comprehensive review of the online marketing of credit cards of China CITIC Bank has provided pertinent suggestions for the future development,and also has important reference significance for other banks to carry out online marketing.