基于STP理论的中国工商银行信用卡营销策略分析

Analysis of credit card marketing strategy of Industrial and Commercial Bank of China based on STP theory

信用卡的申请模式和申请条件变得更加的多元化,用途也千差万别,目前市面上的信用卡种类繁多且同类产品竞争激烈,如何寻求新的消费群客成为首先必须要解决的问题。基于营销学"STP"理论的三个主要层面,主要从人口细分层面分析了青年群客、女性群客的选择偏好,为信用卡的营销提供借鉴。

The application mode and application conditions of credit cards have become more diversified,and their uses are also very different.At present,there are many types of credit cards on the market and competition of similar products is fierce.How to find new consumer groups has become the first problem to be solved.Based on the three main levels of the marketing"STP"theory,it mainly analyzes the selection preferences of young group customers and female group customers from the demographic segmentation level to provide reference for credit card marketing.