Research On The Online Marketing Strategy Of GH Bank Credit Card

GH Bank,located in Zhejiang Province,as a demonstration area for common prosperity,has a high level of private economic development and rapid expansion of the Internet industry.The competition between banks and different industries is exceptionally fierce.As one of the important business sectors of commercial banks,the credit card business also faces intense market competition.To address the challenge of online customer acquisition for GH Bank’s credit cards,this paper analyzes the applicability,favorable environment,and unfavorable environment of credit card online marketing based on theories such as 4R marketing and network relationship marketing.It compares the traditional marketing model and the online marketing model of credit card business and analyzes the credit card online marketing environment of GH Bank using the VRIO model.Combined with customer satisfaction surveys of GH Bank,it is believed that in an environment where the market tends towards homogeneous competition,the more diverse and innovative products and services a company provides,the more customers are willing to choose that company.Therefore,the credit card online marketing strategy of GH Bank focuses on acquiring new customers and increasing customer retention,mainly through expanding value-added services.For the online customer acquisition strategy targeting new customers,it mainly starts with four types of platforms: transactional platforms,social platforms,innovative platforms,and service platforms.It discusses the cooperation points and extended expansion plans with each platform.For the network activation strategy targeting existing customers,it mainly promotes through consumer scene promotion strategies,network traffic expansion strategies,and referral and deep integration strategies.Consumer scene promotion includes developing characteristic scenes through the app and local resources,and proposes increasing precision matching with data.Network traffic expansion is promoted through community fission models,targeted customer marketing,and promoting B2 B financial services.Referral and deep integration models are expanded through cross-marketing,building a financial ecosystem,and user experience innovation.At the same time,this paper proposes safeguards for the implementation of online marketing strategies from three aspects:system support upgrade,platform risk monitoring,and cross-department collaboration.Through marketing plan research and strategy application,this paper provides ideas for achieving win-win situations among GH Bank’s credit cards,various online platforms,and consumers,and promotes the transformation of the credit card business from pursuing "card-issuing scale" to pursuing "high-quality card issuance and refined customer management." It provides references for the long-term and stable development of GH Bank’s credit card business.