A Study On Marketing Strategy Of China Construction Bank

At present, while the retailing financial market of china is gradually opening to foreign companies, Chinese banks are confronted with serious challenges. To face the accelerated opening of the credit card market and the potential competition from foreign financial institutions, domestic commercial banks have intensified the inputs on the credit card business. Compared with those much stronger competitors, China Construction Bank have developed its credit card business for shorter period and its marketing theories and skills are not as mature as foreign opponents. It is obviously meaningful for us to study the marketing strategies of China Construction Bank credit card business.This dissertation wants to use a mature marketing theory to analyze credit card marketing environment of China Construction Bank, from the status quo of China Construction Bank credit card business, reference advanced marketing experience to provide practical solutions to improve the credit card marketing of China Construction Bank. The article first introduces a number of classic and modern marketing theories, sums up the domestic credit card marketing research progress. Then analyzes the credit card marketing environment and market of China Construction Bank, notes that China Construction Bank credit card products is in a growing phase, should vigorously develop. The following describes China Construction Bank credit card marketing status quo and uses SWOT to assess the competitive position and business strategies of China Construction Bank's credit card marketing, find out that China Construction Bank should take strategic offensive. At the same time, it pointed out that the credit card marketing of China Construction Bank still exist many difficulties, yet to be resolved. On this basis, this dissertation outstanding commercial banks at home and abroad and credit card marketing experience, made a number of perfect responses and suggestions on the credit card marketing of China Construction Bank.As the domestic credit card market is increasing competition and customer demand is changing, this article holds that commercial banks is facing the most violent patterns change for credit card marketing, China Construction Bank is the first bank listed in operational concepts of four major state-owned banks, it has financial resources, layout, and many outlets possession advantage; at the same time, with the support of the state and rapid economic growth as a guarantee, it has great market opportunities. We must seize the opportunity, state from the reality, reference the maturity experience at home and abroad, improve the credit card marketing strategy, and become the leader of the domestic credit card business. The strategies include customer-centric scientific breakdown of the market, identifying the target market; Speed up product innovation, rich product features; Innovation distribution channels, increase credit card electronic marketing efforts, and established a sound marketing system; Building a service quantitative indicators to provide standardized services, improve service satisfaction.