Chinese Commercial Bank's Credit Card Marketing Management Model Based On Market Segmentation

Credit card has gone about one century from being born in early 20th century, which has become a main profitable product and brand value of commercial banks in Western developed countries. Meanwhile, the credit card business also demonstrates the level of commercial bank management, technology, service and marketing intensively.It has been nearly 30 years for the development of credit card in China since the first credit card appeared in 1979. During the three decades, China's commercial banks have not only successfully formed the credit card operating mode, but also accumulated marketing management experience. However, throughout the course of development of the domestic credit card business, marketing management models of commercial banks'credit card has still many problems, such as the vicious competition of card issuers, product homogeneity, maladjustment between the Center structure of credit cards the social development, serious turnover rate of manager marketing credit card and so on. As the result of these problems, China's commercial banks have a poor profit in spite of huge investment in the credit card business.Revolving around the problem of making the credit card business of commercial banks achieve the sustained, healthy and stable development in China, this paper reviews the credit card business development process of the western developed countries, summarizes the successful experience of its marketing management, combines with China's actual conditions and use the available experience into credit card centers of China's commercial banks, for example, the scientific market segmentation, brand manager the system and so on.This paper is divided into six parts. Chapter I describes the background and significance of topics of this article. Chapter II summarizes the domestic and foreign experts and scholars on the credit card, market segmentation, marketing management and other aspects of the theory. Chapter III reviews the impact of credit card industry by the market segmentation theory and subsequently introduces credit card business development status and marketing management experience of Western commercial banks and sums up the credit cards development process of the Western developed countries. Chapter IV gives a simple narrative of China's credit card business development firstly, introduces the basic characteristics of credit card marketing management in China's commercial banks as well as challenges. Finally, the paper shows that the changes of credit card marketing management mode conditions in China's commercial banks are provided. Chapter V describes systematically how to build a new China's Commercial Bank Credit Card Marketing Management Model in terms of the reason to identify market segments, choice of market segments , the implementation of the brand manager system, product development and promotion, motivation and evaluation segments and so on .The final chapter reviews briefly and shows the main conclusions of this paper and views.