Research On Credit Card Business Marketing Strategy Of F Bank Under Mobile Internet Environment

In recent years,China's bank credit card business has achieved rapid development.On the one hand,China's economy has maintained a rapid growth trend in recent years,and consumption has been the biggest driving force of economic growth for six consecutive years,providing a strong driving force for the development of the credit card industry,which is accompanied by consumption.On the other hand,in the context of the current development of mobile Internet,the credit card industry in China has been strongly impacted and challenged by both service channels and operation modes.Under the new situation,it is an urgent problem for every bank to face and solve how to make good use of its own resource advantages to achieve differentiated development,so as to maintain its competitive advantage in the increasingly fierce market.This paper takes the credit card business of F bank as the research object,mainly using the literature research method,comparative analysis method,case study method,questionnaire survey method and other research methods.First consult the analysis at home and abroad about bank credit card business and mobile Internet related research status,and related marketing theory,then briefly analyses the F bank credit card development present situation and problems existing in the process of marketing and the insufficiency,then through the PEST model and SWOT model,analyzes the bank card business under the background of mobile Internet development F the macro environment facing and than ants spend bai,jingdong ious Internet lending tools such as strengths,weaknesses,opportunities and threats.Finally,the advanced experience of China merchants bank and ping an bank in credit card business marketing is analyzed,and the marketing strategy of F bank's credit card business is summarized.