Research On The Marketing Strategy Of Credit Card Installment In Faw Branch Of CCB

CCB branch of Changchun FAW group(hereinafter referred to as "FAW branch")is CCB branch is a key comprehensive university directly affiliated to the Jilin province branch,business scope covers domestic and foreign assets business and liabilities business,intermediary business,the main function for the FAW group and its upstream and downstream suppliers to provide professional financial services.In 2019,FAW group,which is mainly served by the FAW branch of CCB,underwent a comprehensive business transformation and business adjustment under the cold environment of the automobile sales market,and the scale of credit card installment(hereinafter referred to as "installment")encountered unprecedented challenges.In 2019,FAW branch realized the transaction volume of car installment of 77.23 million yuan,which was 17.4 million yuan lower than that of 2018 and 18.39% lower than that of the same period last year.Installment is the source of benefit income of FAW branch of CCB,accounting for 30%.The decline of installment transaction directly affects the benefit income of the branch.This paper takes the marketing strategy of FAWbranch's installment as the research object,conducts market survey through questionnaire survey,and understands the realistic demand of automobile dealers and customers for installment,as well as the factors influencing customers' choice of installment products and their influence degree.Through quantitative and qualitative methods,this paper analyzes the marketing strategy status of FAW sub-branch's installment and finds out the existing problems.Combined with FAW branchinstallment marketing strategy of the macro environment,micro environment,through the combination of SWOT analysis,known FAW branch car hire the main reason for the decline in trading volume as the target market positioning is not accurate,single product combination,marketing channel,product price is not flexible curing,etc.,which affect the credit card car installment contribution for faw branch of the whole.Based on the analysis of the existing problems in the marketing strategy of FAW branch's credit card installment,this paper proposes to optimize the marketing strategy of target customer positioning and segmentation,product portfolio,pricing adjustment,channels,promotion and other factors involved in the installment of faw branch.In terms of target customer positioning and segmentation,from the original medium and high-end automobile dealers,such as Volkswagen audi,we adjusted the positioning of full-level automobile brand cooperation,segmented the car buyers,considered customer qualifications in many aspects,and expanded the customer group.In terms of product portfolio,it is suggested to combine the credit card installmentwith FAW sub-branch inventory financing business,"yu 'nong tong" business and merchant installment.In terms of product pricing adjustment,scientific pricing adjustment strategy can be implemented according to market performance,risk loss,product cost,customer group selection and other factors.In terms of marketing channel,it can join the bank physical outlets channel and the dealer collection channel.In terms of sales promotion,customers' age characteristics,gender characteristics,consumption habits and other factors can be depicted.Based on the segmentation of the portrait results,customer interest points can be analyzed,and the incentives and contents of sales promotion activities can be designed to promote customers' consumption in car purchase stages and improve their experience in car purchase stages.If the marketing strategy proposed in this paper can be fully applied to the actual work of car purchase installment,the transaction volume and competitiveness of credit card car installment of CCB FAW branch will be continuously improved,and the overall efficiency of FAW branch will be further improved.