1、中文 2360 字 Study on marketing strategy of credit card in China Since 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 t
2、o 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 develop
3、ing 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 employ
4、s 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 oft
5、he 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 commerc
7、ial 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 wea
8、kest 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 econom
9、y, 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 C
10、hina 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 cre
11、dit 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 credi
12、t, 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 credit
13、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 product
14、s. 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 develo
15、pment 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 years
16、 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
17、the subject. This paper is the largest market in this environment, the credit card market marketing strategy study.Basically, the credit card to enter the Chinese market with Chinas reform and opening up at the same time, but subsequently the development of credit cards in China has been lagging beh
18、ind the pace of Chinas reform and opening up. From the 1995 Guangdong Development Bank issued Chinas first real sense of the yuan in line with international standards and international credit cards. 2000 to five years time, the real significance of Chinas credit card market was beginning to yield, e
19、ntered the market and the initial start-up phase. 2000 Chinas accession to the WTO, opening up the face of Chinas credit card market and the trend of foreign financial institutions to accelerate the potential competition, the major domestic commercial banks have intensified in the credit card busine
20、ss investment, Chinas credit card market has begun to enter the substantive stage of activation, credit card Marketing strategy is gradually surfaced.Since 2000, with a wide range of credit card popularization of Chinas commercial banks have been marketing credit cards faster development, but which
21、has also revealed a large number of issues, such as: market segmentation less efficient lead market position not clear, homogenization are serious too much emphasis credit card number and price competitive products, and ignored the inherent quality of the credit card products and the standard of ser
22、vice improved； lack of high-quality financial talents led to less product innovation, and so on. Credit card marketing issues that exist in a lot of sleep lead to the existence of cards, and misuse of the banking sector limited information, human resources and management, forcing commercial banks to
23、 continually upgrade management system, increased management costs. But because of the influx of sleep card accounts also involved day-to-day interest, retrieval, tabulated, and enquiries, handling accounts such links, affecting the accounts of other normal trading activity and reduce the efficiency
24、 of the banking institutions. These days, CRM Customer Relationship Management system is widely applied in the financial and service industry. This wide application is mainly accelerated by the economic globalization, competitions of the financial market, technological innovations, developments in t
25、he bank management and operation. Financial organizations are now considering CRM as a strategy, which helps ameliorating customer value by integrating customer information resources； improving customer satisfaction and loyalty by providing more economic, convenient and adaptive products and service
26、s； and finally realizing the maximum profit for the organization itself.As China has joined the WTO World Trade Organization and its financial market is opening for the foreign financial organizations, the credit card market has become the first choice when foreign banks enter into the Chinese marke
27、t. Thus our local commercial banks are facing severe competitions. In this context, how to fix potential target customers； how to understand customer consumption characters from exchanges and then conduct different marketing operations； how to set up risk alert system are the crucial challenges conf
28、ronted with card issuing banks. With advanced data warehouse and data dig technologies, CRM system can analyze the needs, exchanges modes, opportunities, risks and costs related with current and potential customers, thus increase credit card businesss benefit in maximum. Therefore, establishing CRM system and providing strong analyzing function are exigent for credit card businessdevelopment of commercial banks.
