With the economic progress of society, it is gradually in line with international standards and closer. The concept of advanced consumption in western countries has been accepted by people. Live in the present and enjoy the future. In fact, while you are leading in consumption, you are using your own credit rating, which is the so-called real credit rating. If your credit rating is poor, there may be no financial institution willing to lend you money in advance. If you have a certain ability to make money, under the right conditions. It is ok to spend in advance, because the money you should spend is saved for investment or other living expenses, which is a "Qian Shengqian" model.
Advanced consumption is a double-edged sword. If used well, you will coordinate funds in your life. If you don't use your strength well, it will be a boulder on your shoulder. Riding a bull to see a bear thinks that only by rational consumption, the fact that you can "borrow" a high-level quota within your own power and repay it will make you enjoy preferential treatment and will not be troubled by future repayment. You can use credit card as a financial tool. If your cash is invested, as mentioned in the last article, your consumption is swiped again, which is equivalent to using cash without interest, and you can also get financial interest on cash. Of course, if you use a credit card, you must repay it on time, otherwise the cost of default is high and it is not worthwhile to default.
Credit card consumption is the demand preference of some consumer groups, and it is also a consumption habit. With the development of economy and the change of social environment, electronicization is becoming more and more popular, and people have gradually separated from the behavior habit of cash payment. Just kidding, now you don't even have a chance to pick up money in the street, which also shows the current situation of social development. Advance consumption is only a derivative of the popularity of credit cards, and credit cards themselves are not responsible. In fact, the emergence of credit cards has also eased some people's economic pressure and temporary difficulties. What we need to guide is the concept of rational use of credit cards, rather than putting the cart before the horse to guide and publicize the concept of advanced consumption.
Research status of credit card business at home and abroad
With the improvement of social and economic progress, people's lifestyles are constantly updated and their living standards are greatly improved. In recent years, China's bank credit card business as a tool and form of consumer credit has become the focus of people's social life. When people use bank credit cards, they are also enjoying the convenience that credit cards bring to their lives. Nowadays, credit cards enable people to buy and spend.
It is more convenient and saves the tedious process of cash payment. With the improvement of people's quality of life, their psychological demand for consumption is also gradually improving. The progress of China's bank credit card business has also improved the frequency and efficiency of consumption to a certain extent.
How many people still use credit cards?
Speaking of credit consumption, people nowadays are no strangers. Credit cards used to be one of the symbols of China people's identity. In recent years, Alipay's Ant Flower Bai and JD.COM. The JD.COM white stripes of COM quickly became popular, almost forming an amazing scale of use. Recently, many people have asked how many people will use credit cards in China by 20 19, and what is the biggest advantage of credit cards compared with stripes? Will the number of cardholders increase further in the future?
Judging from the time of use, the history of credit cards is obviously longer. The application of credit cards in China has always been a standard for businessmen. Just swipe it and leave. Moreover, a certain overdraft limit not only meets a certain turnover demand, but also saves time, which is more commercial and has long been sought after by people. However, after the emergence of mobile payment, the threshold for convenient payment has been lowered. No matter what the price of smart phones, as long as you scan the code, you can complete the payment, and people's daily consumption has become more convenient. In addition, many P2P platforms represented by Alipay launched credit consumption business, and the overdraft limit was no longer exclusive to credit cards, which lowered the threshold and became popular in a short time.
If the initial P2P credit consumption is often limited to the e-commerce platform, last year Alipay's ant flower garden also supported offline payment scenarios, and with the marketing promotion of a series of activities such as Alipay flower garden and red envelope, people seem to be getting used to using this credit consumption business with extremely low threshold and extremely convenient. This will naturally have a certain impact on the issuance of credit cards. Judging from the publicity and richer preferential activities of major commercial banks on credit cards, the competition between online credit consumption business and traditional credit cards is in a fierce state, and the anxiety of commercial banks seems to be stronger.
Looking at the user portraits of the two, it is quite common for young people to use some online credit consumption services such as Ant Flower Shop and JD.COM Baitiao, especially for students, because their expenses are relatively small and their consumption is relatively simple, mainly online shopping. Some services such as ant flower shop have more outstanding advantages and are more popular than credit cards. However, the advantages of credit cards still exist in physical shopping consumption. Many domestic P2P platforms only support offline payment on a large scale, and credit cards are still the mainstream in this scenario. So as far as the development and application of the two are concerned, this kind of competition is neck and neck.
Statistics at the end of 20 18 show that China has 0.49 credit cards per capita, and the number of credit cards issued by the five major banks: China Bank, Agricultural Bank, Industrial and Commercial Bank of China and China Construction Bank all exceeds 1 100 million. Domestic commercial banks issued 628 million credit cards, and the credit line reached 13.98 trillion yuan. From this point of view, customers with credit cards account for about 20% of the total customers of banks, which have maintained rapid growth in the past 30 years, and there is still much room for growth in the future.
Looking at the relationship between P2P platform and commercial banks, although the emergence of P2P platform and the continuous expansion of business level have caused a certain impact on traditional commercial banks, fundamentally speaking, P2P platform cannot exist alone without banks. At present, P2P platform is also planning closer cooperation with commercial banks. In addition to mobile payment and simple credit consumption, the integration of some wealth management products such as funds is also being actively explored.
From the feedback of users, online financial management is more convenient and less difficult, which makes banks and P2P platforms find broader cooperation opportunities and have greater potential for future business development. In addition, the function of credit card repayment is also widely used in P2P platform, which shows that the interoperability between credit consumption services is further strengthened under the background of the continuous improvement of the current credit system. It can be said that online credit consumption service and the use of credit card online scenes have formed a certain complementarity, covering people's daily life more comprehensively.
It is worth noting that credit consumption is a double-edged sword, and it seems to be more suitable for people with strong self-control from the perspective of years of development. Consumption is the key factor to stimulate macroeconomic growth. We also advocate moderate consumption, but the behavior of blindly overdrawing credit without considering actual income and future expectations should be corrected and avoided.
Objectively speaking, credit consumption is to spend tomorrow's money to realize today's dreams, which improves people's happiness in life to a certain extent and has a significant role in promoting social and economic development. However, credit consumption has caused some people to fall into debt difficulties, and even led to many examples of malicious dishonesty. Therefore, for credit consumption, we should always be rational, and only reasonable application can help our lives and enhance our sense of happiness.
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More than 3000 marketing papers (2)
More than 3,000 marketing theses2
A preliminary study on marketing problems of commercial banks
Commercial banks are comprehensive financial enterprises aiming at pursuing profits, and marketing ability is an indispensable means for major banks to create value. Therefore, commercial banks must attach importance to the construction of marketing system if they want to pursue profits better and make continuous progress. Based on the current situation of credit card sales in commercial banks, this paper analyzes the problems existing in the marketing system of commercial banks at present, and gives corresponding suggestions for these problems.
Keywords: credit card status, problems, suggestions
First, credit card sales status and reasons for analysis
At present, the marketing of commercial banks is divided into company and retail, and retail also includes savings, agents, credit cards and other parts. In China, the current profit of credit card business is less than 3% of the total profit of banks, which means that the profit space of credit card business of commercial banks in China is huge. However, at present, the retail business of commercial banks in China is not ideal, especially the sales of credit cards. In addition, the bad overdraft rate of credit cards remains high, and the activation rate of credit cards is not high. The reasons for these problems are as follows:
(1) The competition among major commercial banks is fierce.
All major banks have mature credit card management systems and staff, which dominate the credit card market under the support of strong fees, which makes the development of bank credit card business difficult and stressful.
(B) poor publicity channels
Insufficient human resources support, most employees are indifferent to credit card business, lack of publicity awareness, and there are not many folding outlets, which seriously affects the promotion of various activities and new products.
(3) Branches do not attach importance to it and are not active in issuing cards.
Most branches do not attach importance to credit card issuance, and the quality of incoming documents is not high, and some employees still violate the rules of issuing cards. Moreover, issuing cards mainly depends on the direct sales team, which brings two problems: first, branches waste resources; Second, direct selling has no resources, running all over the street, doing very hard, unable to produce quantity, and there are potential adverse risks.
(D) It is difficult for merchants in county branches to advance.
First, the county branch has no full-time staff engaged in credit card sales business; Second, the number of cards is small, and each activity will be relatively invested. If the merchants of the county branch want to promote it, the investment will be great; If it is not promoted, the card issuance and dynamic card issuance of all branches will be greatly affected.
(5) The quality of the credit card body is poor and the product is single.
At the initial stage of credit card issuance, the bank management system was not perfect, and the card issuance work was still in the exploratory stage. Due to the lack of professional guidance, insufficient experience in issuing cards and poor marketing ability of employees, it is impossible to screen target customers. Some employees didn't follow the customer's advice in order to complete the card issuance index, and even some employees falsely checked the application form to mislead the background approver, resulting in the low quality of the credit card. In addition, credit card products are not rich enough, the products are single, there is no fist product, and there is no brand effect with bank characteristics.
Second, the above situation reflects the problems existing in bank marketing.
(A lack of human resources support, business training quality is not high, especially external professional training is not in place.
At present, new businesses and new products are emerging one after another, but tellers and account managers are inexperienced in acting as sales agents, especially without professional counter sales training for wealth management products, insurance products and upcoming fund products. As an external marketing team and lobby assistant team serving the business hall, they have no professional training, and their knowledge of service awareness, marketing skills and risk prevention is very poor. As the external window of the bank, the brand image of the bank is affected.
(B) weak marketing awareness, no market segmentation
In view of the fierce competition among major banks, banks can't scientifically segment the market and select the target market, and can't accurately analyze actual customers and potential customers, so as to better develop products with their own characteristics for specific customers. Banks often attract customers with high interest rates, which brings a lot of deposits and a heavy financial burden to banks. This not only did not bring substantial profits and benefits to all banks, but also brought a heavy burden to banks.
(3) Service and customer relationship management are lagging behind, making it difficult to meet the needs of modern financial competition.
One is the lack of scientific customer relationship management, mobile phone mechanism of customer information and efficient public database of customer analysis, which makes it difficult to optimize customer structure, enjoy customer information and implement hierarchical service strategy. Second, the lack of scientific and reasonable business processes, unable to focus on identifying customers, mining customers, and optimizing services. Customer business cycle is long, there are many links, and it is difficult to improve service efficiency. Third, the lack of humanized quality service is still superficial, and it is impossible to seriously study customer needs and carry out quality and in-depth services.
(D) the lack of brand-name products with their own enterprise characteristics
In recent years, major financial products have emerged in an endless stream, and financial products have been constantly updated. However, banks have not developed their own characteristic financial products according to their own characteristic resources, and more are just imitating them. For example, all banks' credit card products are single and lack differentiated competitiveness. Some bank credit card products only have four kinds: standard card, official card, world co-branded card and Chuangyuan co-branded card. Therefore, banks need to work hard on the additional functions of financial products according to the needs of different consumer groups, provide value-added services for our customers, and truly take customers as the center.
Generally speaking, the main reason is that the marketing methods of banks are still at a low tactical level, and the marketing methods of banks are scattered, lack of systematicness and have not really formed a complete system. They didn't comprehensively integrate marketing activities from the strategic level, and didn't establish a systematic marketing system and management model.
Three, some suggestions to promote the construction of bank marketing system
To solve the problems in all walks of life, the key is to change and upgrade the marketing concept, establish a perfect marketing system and flexibly use various marketing means.
(A) to carry out various marketing activities to enhance the brand image.
Help county sub-branches to carry out local financial product sales activities in an all-round way, actively explore new forms of activities, make bank product sales activities cover the whole city, and establish a good marketing environment in major cities. Continue to do a good job in the service of sub-branches and help them complete various retail assessment indicators. Help county-level sub-branches do a good job in the network construction of preferential merchants to facilitate their retail business. At the same time, according to the head office's business development and assessment indicators, guide the sub-branches to do a good job in the promotion of large-scale installment, and increase the intermediary business income of the branches through fist products such as installment business.
(2) Continue to promote the channel environment construction of all banks.
Adhere to the principle of total control and connotation development, pay attention to economic and social benefits, and realize the development strategy of paying equal attention to people, tangible and intangible, and comprehensive and characteristic. According to the characteristics of the county, make full use of the advantages of local economic and financial resources to develop the network construction of county branches; Continue to transform non-standard outlets and enhance the overall service image of banks; Continue to strengthen the construction of off-bank self-service banks in county sub-branches to provide strong support for the development of bank card business in county sub-branches. At the same time, we will increase the propaganda of traditional business migration to electronic channels, reduce the service cost of tangible channels, and realize the transformation and upgrading of network functions as soon as possible.
Actively carry out the construction of preferential merchant network, strengthen the quality control of merchants and preferential merchants by special personnel, cover the preferential merchant network to all county-level cities, comprehensively improve the value-added service capacity of financial products, and create a good channel environment.
(3) Strengthen the construction of marketing team, do a good job in market analysis, optimize the marketing environment and increase marketing efforts.
Strengthen the cultivation of employees' comprehensive quality and improve the cohesion and combat effectiveness of the team. Adhere to the people-oriented, take Scientific Outlook on Development as the guide, give full play to employees' specialties, and mobilize their work enthusiasm. In view of the young employees, weak ability to resist setbacks, heavy task of issuing cards and great work pressure. We organize informal discussions with employees from time to time, listen to their voices, give them a certain degree of psychological counseling, and take active and effective measures to enrich their spare time life, help them decompress and stimulate their enthusiasm for work. Through training, study and colorful activities, we can effectively improve the quality and business skills of employees and cultivate a professional team of credit cards with multi-skills, forge ahead, teamwork, unity and innovation, and hard work. In addition, strengthen the performance and performance appraisal of employees, and eliminate unqualified employees through the system of "survival of the fittest", thus ensuring the efficient, healthy and sustainable development of marketing teams in all walks of life.
Do a good job in market research and actively carry out marketing activities. Realize economies of scale and analyze the external marketing environment, that is, conduct market research and analysis on the credit environment, acceptance environment, competition environment and demand environment, and subdivide the consumer customers and target customers in the market; Investigate and analyze different industries, different ages, different sexes, affluent class, middle class and middle-income groups with advanced consumption consciousness, and carry out preferential activities for merchants and gift-giving activities in stages.
Actively explore the differentiation strategy and focus on enriching the credit card product system. Banks should carry out continuous product innovation and form brand-name products with their own business characteristics.
(D) to strengthen the promotion of marketing ideas concept, to mobilize the enthusiasm of employees.
With the support of information technology, operation and other relevant departments, the Bank initiated the reform of retail organizational structure and supporting facilities. Increase the support for expenses, and then allocate some expenses to match the special expenses of the Head Office according to the actual situation of the Bank and the local market competition, mobilize the enthusiasm of branches, further improve the incentive and restraint mechanism centered on sales performance and value contribution, so that branches can take the initiative in network construction, personnel and institutional allocation, resource allocation, etc., and lay a solid foundation for the future development of branch retail business.
refer to
[1] translated by Pezzullo, Zhang Yun, etc. Banker marketing [M]. China Planning Press, 200 1: 396.
[2] Gu Xuan. Marketing Management of China Commercial Bank [M]. Social Science Literature Publishing House, 2000.
This concludes the introduction and analysis of credit card status quo. I wonder if you found the information you need from it?