China's Bank Card Industry Marketing Strategy And Strategy Research

Currently our country is in the transition period of WTO, and five years of protection will be over. After the finance industry is open to the outside completely, foreign capital banks and bank card organizations will "make a forced landing" on the Chinese bank card market, and the competition that the Chinese bank card industry faces will be more severe. This text intends to study how the Chinese bank card management organizations operate to exist and develop under new situations. With the research method of combining theory with practice and 10 years of the author's work experience in bank card organizations of ICBC, this text studies the system reform and marketing of Chinese bank card management organizations.The text firstly inquires into the developing trend of the global bank card industry, According to the state's situation, this text states that only if commercial banks change their outdated operational and business development strategies, introduce modern marketing philosophy and fully adopt the market-oriented, customer-centered and benefit-targeted marketing management, and timely adapt products and services to the changing customer needs and market shares and survive the competition.As the emphasis of this text, it probes into the market developing process of Chinese bank card management organizations, puts forward the precise orientation of the bank card market with the theory of market subdividing, carries on the difference marketing of different bank card products. finally, this article bring forward 4P strategy in credit card operation field for Chinese commercial banks, and 4P strategy include product strategy, price strategy,promotion strategy, and place strategy. For promoting the whole competition ability of the state's bank card industry, propose the suggestions of effectivenes.