Marketing Optimization Research On Home Decoration Installment Product Of A Bank

In the face of the opportunity period of residents’ consumption upgrading and demand expansion,commercial banks focus on scene construction and product innovation,and expand the consumer finance market actively around the key consumer areas such as automobile,home decoration and education.Home decoration installment is a consumer credit product with credit card as the carrier.It can not only relieve the financial pressure of consumers and improve the sales volume of home decoration merchants,but also play a pivotal role in creating income,obtaining wealth customers and other aspects.With the development of the real estate industry and the continuous improvement of people’s living standards,consumers’ demand for decoration is increasing day by day,home decoration stages become the banks actively seize.A Bank has launched home decoration installment products since 2012,but it has not formed a clear and effective approach on development.The marketing performance and customer structure can not meet the expectations,the business volume is behind the competitors,the development level between the branches is uneven,and it is difficult to achieve the balance of quantity and price.The research of this paper is about A Bank,first of all,use the STP,7P theory as a support;secondly,analyze the different features of the home industry from other industries,understand the characteristics of consumer demand for home decoration consumer credit through marketing research,and organize an interview with the front-line marketers of A Bank,find the essential reasons for the problems are the unclear positioning of target customers,lack of product competitiveness,excessive reliance on cooperative merchants to attract customers,weak customer relationship management,and publicity is not in place;finally,put the optimization countermeasures and supporting safeguard measures in line with the actual situation of A Bank and the characteristics of the home decoration industry,by clarifying market positioning,optimizing product and service experience,enriching customer access channels,improving publicity and promotion,and differentiated pricing,to solve its business development bottlenecks.Through the research of this paper,on the one hand,can help A Bank grasp the opportunity,find an effective development path for its home decoration installment products,with practical guidance;on the other hand,A Bank as one of the domestic mainstream commercial banks in the industry,through the successful optimization of home decoration installment product,can provide reference for the development of home decoration consumer credit industry.