Study On Credit Card Business Marketing Strategy Optimization Of Bank Of China S Branch On Marketing Method

With the increasing integration of the global economy,online payment channels continue to enrich,which means banks have to take on more pressure.Credit cards are the normal credit and payment instruments with the function of expanding customer consumption demand and boosting economic development,at the same time,with the development of the increasing demand of the normal use of marketing strategy.In financial services,credit card business is also a major starting point to enhance the non-interest income of the bank,which is one of the important assessment indicators of the personal financial business.Compared to other developed countries,China’s credit card development history is relatively short.In 1985,the first credit card was issued in Bank of China.In June 1986,the Great Wall credit card was issued in Beijing Branch as the unified credit card name of China’s banking system and issued in all branches across the country.When the central bank reformed the bank settlement system in 1988,it stipulated credit card as a legal settlement method,which promoted the further development of credit card.Through the optimization of credit card marketing strategy,this thesis hopes to achieve two purposes.Firstly,based on the comprehensive analysis of the internal and external environment of credit card of Bank of China S branch,this thesis studies the current situation and problems of credit card marketing,analyzes through marketing related theories and tools,subdivides based on user portrait and enhances the market competitiveness among the four big stated-owned banks.Secondly,it is hoped that through the optimization of the credit card marketing strategy of Bank of China S branch,the 7PS theory and practice will be combined.The problems existing in the commercial card marketing will be deeply explored through STP analysis and marketing strategy optimization,so as to solve the problems of serious homogenization of credit cards,similar and single marketing methods,insufficient profit space of credit cards and so on.In order to optimize the marketing strategy of Bank of China S branch,this thesis analyzes the macro environment,industry competition environment,internal resource capacity and SWOT of its credit card marketing through comparative analysis,case analysis and literature research.It combines the 7PS theory with the practice of credit card marketing business of Bank of China S branch and precises the customer portrait in the system.At the same time,through the optimization of marketing strategy and the guarantee measures of marketing strategy,it provides valuable reference for the development of credit card marketing of other similar commercial banks.