Research On Credit Card Marketing Strategy Of J Branch Of E Bank In The Internet Environment

In recent years,the continuous deepening of the Internet in various industries in China,coupled with the new development pattern under the dual cycle,has brought about rapid changes in the domestic economy.As an important product to support people’s consumption,credit card business has gradually become a powerful weapon for banks to enhance their own competitiveness.Branch J,as one of the national joint-stock commercial banks,is a first-tier branch under the jurisdiction of E Bank.It has been 18 years since it officially launched the credit card business in 2003,and has established a certain competitive advantage in the local area.However,the increasing competition in the industry and the emergence of a three-party payment platform in the Internet era have all brought certain threats to the development of J Branch’s credit card business.How to maintain the competitive advantage of credit cards and improve market competitiveness has become an urgent problem for J branch.This thesis chooses the credit card business of J branch of E bank as the target object for research,through reading,collecting and sorting out a large number of literature in the early stage,summarizes the relevant marketing theory,carries out a series of external environment analysis with the help of PEST model,and then points out the internal advantages and disadvantages,external opportunities and threats of J branch’s credit card business combining the internal environmental characteristics of J branch with SWOT analysis method.At the same time,it puts forward the credit card marketing strategy under the 7Ps framework.The STP model is used to segment the market and define the four target markets of young consumers,business travelers,urban women and high-end customers.Under the brand proposition of "know you",the credit card marketing strategy of J branch is improved around the 7Ps model:The product strategy proposes to enrich products and improve customers’ card experience by using mobile App;In the pricing strategy,it is proposed to carry out differentiated pricing for installment business,control the customer acquisition cost of credit card and improve the card handling efficiency;In the promotion strategy,it is suggested to increase the investment in new media advertising and innovate the content and form of market activities to improve brand publicity;In terms of channel strategy,we should pay more attention to the development and utilization of Internet channels and digital scene channels,and improve the branch cross marketing to increase the number of customers obtained by the branch;In terms of personnel strategy,it is emphasized that the team construction of direct sales team and branches is an important content of the development of credit card business.At the same time,a perfect internal training system will promote the overall quality and exhibition skills of sales personnel;In terms of tangible display strategy,we can achieve good publicity effect by optimizing the display layout of business outlets and preferential merchants;In terms of process strategy,we should optimize the service process,bring more efficient collection methods to customers by enriching the first brush gift equity platform,and pay attention to the establishment of customer operation and loan quota management system in the whole life cycle,so as to enable the bank to provide customers with better services and make the credit card business develop faster.Finally,this thesis puts forward the guarantee measures for the implementation of credit card marketing strategy of J branch of E bank under the Internet environment from four aspects:internal system,human resources,risk prevention,control and digital construction.This thesis re-organizes and summarizes the credit card marketing strategy of J Branch,and proposes corresponding marketing improvement strategies,so that its credit card business can be effectively improved in terms of card issuance scale,customer operation,risk management,etc.,and help J Branch maintain a favorable position in the industry.competitive position.At the same time,the relevant strategies proposed in the article also provide some reference for the industry,and contribute little to the development of the credit card business of commercial banks in the Internet environment.