Research On Marketing Strategy Optimization Of Credit Card Business Of China Construction Bank Gansu Branch

With the improvement of people’s consumption level,credit card business has gradually become an important profit growth point for commercial banks.In developed countries,credit card has always been an important product of commercial banks,different from other profitable retail products,credit card products have a wide variety of intermediate business income,high interest income and other advantages,the profit margin of credit card business is much higher than traditional credit business.Although China’s credit card industry started late,its operating income has grown rapidly,of which the loan income of installment business has contributed greatly,and the credit card consumer credit business has become one of the fastest growing products in the intermediate business income of credit card business.However,with the reform of interest rate marketization and the implementation of the new credit card policy,the future credit card market is full of opportunities and challenges.How to achieve curve overtaking under the new policy and become a benchmark bank for the credit card business of domestic commercial banks is the main topic of our research.By studying the marketing strategy of the credit card business of CCB Gansu Branch,this paper finds an optimization strategy to promote the high-quality development of the credit card business.The author analyzes the research conclusions from multiple aspects and angles by reading a large number of references,and summarizes the problems existing in marketing strategies by means of interview methods and questionnaire surveys,and then inferred and analyzes the marketing strategy optimization plan suitable for the credit card business of CCB Gansu Branch.Firstly,this paper introduces the development history of the credit card business of the research object of this paper,as well as the purpose and significance of the research.Secondly,the relevant concepts involved in the paper are explained in detail,and the three marketing theories used in this paper,STP,7Ps and customer loyalty,are explained,and the two analytical tools of PEDT and SWOT are introduced.Chapter 3analyzes the current business status of the research subjects,the problems in the marketing strategy and the causes of the problems through the interview method and questionnaire survey method.Chapter 4 analyzes the macro aspects of the marketing environment,the main competitors in the industry,and the characteristics of consumers to provide an optimization basis for the next marketing strategy.Chapter 5subdivides the current marketing market and gives targeted solutions to the marketing strategy problems obtained after the above analysis.Chapter 6 proposes safeguard measures for the smooth implementation of marketing optimization strategies.Finally,the research in this paper is summarized and the future prospects are prospected.Although the research object of this paper is China Construction Bank Gansu Branch,it supplements the current marketing theory of credit card business by analyzing the existing problems and their causes,and putting forward practical improvement plans based on the actual business situation.At the same time,the research of this paper can also provide reference cases and ideas for the common problems encountered in the process of credit card marketing in the same industry.