Research On Credit Card Business Marketing Strategy Of Agricultural Bank Of China Jilin Branch

With the rapid development of global financial and Internet technologies,the banking industry also needs to keep pace with the times,carry out business innovation,and help facilitate the convenience of global payments.The development of the credit card business is a medium for consumer technology and promotes the improvement of the economic level.As a payment tool,it not only reflects the service level of the bank,but also the convenience of the bank's business.The concepts of cashless and overdraft consumption through credit cards are gradually gaining popularity.Agricultural Bank of China started to introduce credit card business in 2002.It has a history of 18 years and has issued a total of 100 million different types of credit card products.The Jilin Province Branch of the Agricultural Bank of China also responded to the call of the head office by actively marketing credit card products.Faced with the current situation of various commercial banks actively developing credit card business,if the Agricultural Bank of China Jilin Branch wants to achieve certain results in the credit card business,it will need to break through the bottleneck problem and break the current slow growth and poor income generation.Breaking through many difficulties in the marketing of credit card business,occupying the market,and achieving sustainable development are urgent issues that need to be resolved.Analyze the current status of credit card business marketing,sort out the reasons for the decline in the number of departure cards,and the increase in sleep rate,analyze the existing marketing environment and channels,and find out the current credit card business' s improvements in product innovation,performance program implementation,and service levels.In terms of the marketing environment of the credit card business of Jilin Branch,this article uses PEST analysis method to analyze the political and regulatory environment,economic environment,social cultural environment and technical environment.In the golden stage of credit card development,follow the rapid economic development and consumer purchasing power.In the rising trend,we must use the social and cultural environment to be close to the lives of customers and summarize the technical strength.Micro-analysis of changes in perceptions and behaviors of competitors,potential substitutes and consumers.The SWOT analysis method was used to objectively discuss the marketing advantages,disadvantages,opportunities,and threats of the credit card business of the Agricultural Bank of China Jilin Branch.It is clear that the advantages of high outlet coverage,channel diversity,rigorous risk control,and multiple card types need to compensate for the disadvantages of long-term use of cards,product innovation,employee implementation,homogeneity of classification,and complex card collection process.Seize the advantages of external potential customer groups,optimize the customer experience,and create a good marketing environment.Resist external threats such as peers and network overdrafts,and choose effective and reasonable marketing strategies.Use the STP method to subdivide the credit card market of the Agricultural Bank of China Jilin Province branch,from the geographical,industrial,and consumer environment perspectives,analyze the differences in target customer groups systematically and comprehensively,and select high-end,younger,specific,public,car owners,Loan customers,agricultural business customers and other markets.Position the market in a reasonable way,from the perspective of customer needs,in-depth approach to customer preferences,formulate strategies that are different from competitors,and apply 4P theory to accelerate product innovation,research and development of new products,implement preferential activities and publicity on credit card product strategy selection.In terms of channel distribution,employees,outreach,exclusive,public company group company linkage and other channels are used for promotion.Differentiate and scientific pricing with other banks in price positioning,and have local characteristics.The selection of promotion plans must be targeted and precise marketing.During the implementation of the plan,guarantees must be made in terms of organizational system,human resources and technology.