Research On The Marketing Strategy Of Credit Card Installment Payment Business Of Bank A Baoding Branch

With the vigorous development of Internet finance,commercial banks are facing fierce competition from the same trade and across the boundary.At the same time,external supervision has become increasingly strict,new mechanisms such as LPR have been launched,interest rate liberalization has been accelerated,and the margin for banks to earn deposit and loan spreads has been continuously reduced.In order to maintain competitive advantages,financial institutions have accelerated the transformation of operation and development.Due to the large population and broad consumer market in China,the retail business of banks has a huge development space.Credit card installment business is one of the important businesses in the retail business sector,which plays an important role in the expansion of banks to obtain customers,live customers,optimize the business structure and profit structure.The marketing strategy of credit card installment business has become an important topic for banks to study.Bank A's Baoding Branch has 83 institutions under its control in Baoding.The relatively perfect network construction has laid A good foundation for marketing and expanding credit card installment business,and the transaction volume of credit card installment business continues to increase.However,in recent years,influenced by different marketing strategies and Internet finance in the same industry,the growth rate and market share of installment business in Baoding Branch of Bank A declined.The purpose of this paper is to research to find A bank baoding branch marketing strategy for the development of credit card installment business,first introduced the basic theory of credit card installment business related products and marketing and analyze A current bank baoding branch credit card installment business marketing present situation,the main use of survey analysis and the research methods of comparative analysis,concrete analysis of credit card installment business market share of the total(including baoding trade accounted for in the comparison,system),the development of its key products,analyzed some problems in the marketing process.Through PEST analysis and SWOT analysis,marketing strategy to provide direction for the next step,by using the STP theory of marketsegmentation,target market,market positioning,and then combined with the 4 p theory,put forward concrete actionable marketing strategies,including the trill,quickly trendy and practical way of promotion,similar to "live" marketing channels,patterns,and formulate the relevant guarantee measures,makes every effort to solve the problems existing in the current marketing,promoting A healthy and rapid development of credit card installment business bank baoding branch,at the same time for the trade development of credit card installment business provide certain reference and reference.