Research On Peony And Charter Co-branded Card Marketing Strategies Of Charter And Jilin Branch Of ICBC

Along with the deepening of mercerization and development of economic globalization, various financial products emerge in endlessly, various credit cards become increasingly diversified, especially appearance of co-branded credit card, which has many advantages and commonly acknowledged by the cardholder, the merchant and the bank. All commercial banks fully acknowledge that developing the co-branded card business is the strategic choice and competition need for commercial banks to realize transformation. Under such circumstance, all banks have developed various co-branded credit card products in succession and formed strong marketing campaign. Peony and Charter Co-branded Card pushed by Jilin Branch of ICBC in 2004 has been extensively cared all the time till appearance of Dragon Card & Charter Co-branded Card of CCB and Charter Co-branded Card of Bank of China. All banks have been greatly promoting their own Charter Co-branded Card, but due to serious homogenization, inadequate promotion strength, insufficient innovation in marketing and unexpended marketing channel etc, effects in later stage are not satisfactory. Thus, in order to seize market share of Charter Co-branded Card in Jilin Province, co-branded credit card marketing has been a highly-focused question for all banks.In this thesis, marketing strategies of Peony and Charter Co-branded Card of Jilin Branch of ICBC are systematically researched, aiming to establish a set of feasible co-branded card developing marketing strategies so as to confront with fierce competition in the same field. The author, in the first place, puts forward research background, meaning, content and logic, then conducts SWOT analysis on exterior and interior marketing environment of Peony and Charter Co-branded Card of Jilin branch of ICBC, deeply analyzing marketing questions in Peony and Charter Co-branded Card of Jilin Branch of ICBC. Based on the analysis, marketing status quo and development trend in the future of Peony and Charter Co-branded Card of ICBC is analyzed according to marketing combination 4P strategy and STP theory in marketing, relationship marketing and network marketing through data analysis, comparison and conclusion.Finally, development of marketing strategy in the future is analyzed referring to modern marketing theory and focusing on combination between theory and reality, and beneficial suggestions are proposed in hope of offering examples and reference to business development of Peony and Charter Co-branded Card of Jilin Branch of ICBC and supplying certain referential value to co-branded card marketing of other commercial banks.Through the analysis and research on Peony and Charter Co-branded Card of Jilin Branch of ICBC, the following 2 points are concluded:Firstly, Jilin Branch of ICBC needs to pay high attention to clients, to orient clients and create value for clients if it wants to expand development scope of co-branded card business, as long as communicating with clients efficiently and serving clients successfully, commercial banks can just win full success in co-branded card business field.Secondly, ICBC and Charter need to integrate social resources of both joint sides comprehensively, to create client value with more diversifications and to expand marketing channel while adopting co-branded card brand joint strategy so as to realize mutual value reflection of both cooperative sides.In the author's opinion, the above-stated 2 points are an important aspect for creating a mutual win-win situation for Jilin Branch of ICBC, Charter Shopping Center and customers with Charter Co-branded Card as the carrier.