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1、中文中文 2360 字字Study on marketing strategy of credit card in ChinaSince 2000, the credit card market has been developing rapidly. The developmentof the credit card meets the needs of the development of the peoples way of life andthe consumption level. It is the outcome when the social economy develops
2、to acertain phase and is the evident trend when the Chinese finance develops towardmodernization and internationalization. To research the marketing strategy of thecredit card is the premise and the basis of understanding the competitive developingtrend of the credit card market, grasping the develo
3、ping law of the credit card market,and improving the competitive superiority of the enterprise.Under the background of working in the financial settling unit, with the personalexperiences of all the services of the credit card, and on the basis of reading a largenumber of materials, the author emplo
4、ys the method of combining the theory with thepractice in order to make a comprehensive analysis of the marketing strategy of thecredit card. First we should understand the basic operating trial of the credit card andthe developing conditions at home and abroad;second on the basis of the analysis of
5、the macro and micro environment we should carry out the research into the marketsegmentation of the credit card;and then from the two aspects of the marketing channeland the strategy of the sales promotion, we comprehensively research the 4PSimportant elements of the credit card The 4PS are product,
6、 price, place andpromotion. Concerning the sales promotion strategy of the product, the analysis of themarketing strategy is conducted from three aspectsthe price strategy, thevalue- added service strategy and the product strategy. Being one of the most important intermediary services tools in comme
7、rcial banks, credit card business of domestic banks has by far lagged behind developed countries, no matter in the macro social credit system and internet management, or in the microcosmic business philosophy, operation mechanism and marketing mix. In the meanwhile, credit card service is also the w
8、eakest link in China commercial banks business operation. Therefore, it turns to be quite significant to develop and strengthen China credit card industry learning the experience of developed countries based on China social condition. With the fast steady and healthy development of our countrys econ
9、omy, the level of peoples consumption is raising, also they require more and more financial service . More people have accepted the change in the way of the payment from cash to credit card. All of these established a good base for the development of credit card. In June 1985, Zhuhai branch, Bank of
10、 China issued the first credit cardzhongyin card. But this card is not the truly credit card, if the cardholder want to pay the bill with overdraft, they must deposit some money in the card-a shot in the locker. Until March 1995, Guangdong Development Bank issued the first credit card-guangfa visa c
11、redit card. Up to the present, there are 19 commercial banks issued credit card in our country. In the aspect of the number, it added to 33.08 million. During the first three months in 2005, the balance of the credit cards overdraft is 9.367 billion, accounting for 0.45% of the total consumption cre
12、dit, 7.45% of the short time consumption credit. All of these numbers show that credit card has been one of the main ways of individual consumption. As the business of credit card has been the one which can bring high profit for the banks, every bank pays more attention to the marketing of the credi
13、t card. But the result is not very well. Which because the effort for the marketing is not enough, lack of innovation in the product and the channel for marketing is narrow. The most important is too much comparabilities in the service provided by the banks, so the clients cant distinguish the produ
14、cts. The market of credit card in our country is full of fury competition and is not mature .The banks not only have to face the native competition, but also foreign banks with abundant capital. So it is necessary to discuss how should our commercial banks market the credit card, accelerate the deve
15、lopment of the credit card marketing. Which is very important to advance the ability of the competition and raise the economic benefit.In contemporary times, the modern consumer credit card has become an important model, the whole world is popular with a small card payment, credit card over the year
16、s to change peoples spending habits, learned how to borrow money from the banks ahead of a consumer. At the same time, individual banks at all costs to the tremendous potential for the credit card market. Thus, how to faster, more durable and possess customer groups, the banks have in-depth study on the subject. This paper is the largest market in this environment, the credit card market marketing strategy study.Basically, the cre
