The Marketing Strategy Of Credit Card Business Of SP Bank Jinan Branch

In recent years,China’s national strength has been stable and the people have lived and worked in peace and contentment.The overall political and economic environment has developed steadily,orderly and healthily.The national living standard has been significantly improved.People have a higher demand for a good quality and a nice way of life and more enthusiasm for consumption.In this environment,the domestic financial industry credit card business has won a huge space for development.Banks have launched credit card business and most of the state-owned banks and joint-stock banks have formed a relatively mature development system,which occupy a certain market position and gain more favorable market competition.Therefore,the next marketing strategy analysis of credit card business of SP Bank Jinan Branch will become crucial.On the one hand,affected by the epidemic in the past two years,the national economic policies focus on expanding domestic demand,promoting economic development and developing green finance.The rise of the Internet has transformed the consumption consciousness of the young generation,and the awareness of pre-expenditure of credit card has been deeply rooted among the people.At present,the per capita number of cards is less than one,so the credit card industry still has great opportunities and space for development.On the other hand,there are a large number of card-issuing banks in the market.The stateowned banks and joint-stock banks encroach on each other.Regional banks are gearing up to enter this industry.The rise of Internet financial products such as Ant Credit Pay,Ant Loan and micro loan has also had a great impact on the credit card industry.The upgrading of the state’s control over Internet finance has led to the gradual shrinkage of the online marketing channels relied on by the credit card industry in recent years,resulting in a slowdown in the speed of customer acquisition.China Banking and Insurance Regulatory Commission and other national regulatory agencies have upgraded the supervision of credit card business.It is no longer the marketing environment of savage growth,and the marketing strategy needs to be improved at once.This thesis took the credit card business of SP Bank Jinan Branch as the research object.PEST model and Porter’s Five Forces model were used to comprehensively analyze its internal and external environment,and it was further arranged through SWOT analysis.Then the market positioning is carried out by the means of STP theory.The target customer group of credit card business of SP Bank Jinan Branch focuses on young educated white-collar customers.Based on the 7PS marketing theory,the marketing strategy is formulated in line with the credit card business of SP Bank Jinan Branch.It is necessary to take advantage of the strategic opportunities advocated by the state to expand domestic demand and a series of customer business activities,such as giving full play to the brand advantages,improving the customer scale,improving the product line,integrating digital finance and increasing consumption promotion,so as to actively seize the market share.Finally,this thesis also put forward the supporting measures for the implementation of marketing strategy,that is,complete system with the help of science and technology,personnel allocation and care,prudent management in compliance,and front and rear end risk monitoring and control.This article is based on the latest economic environment and the current developing situation of credit card business of SP bank Jinan Branch,using the theory of strategic management and marketing strategies to analyze,intended to provide targeted marketing strategy suggestions of the development of credit card business for SP Bank Jinan Branch,so as to add related content of credit card business for the study of financial field.