Marketing Strategy Research Of Diners Club Credit Card Product Development

In recent years, China's credit card industry is developing rapidly. With the national wealth increasing and the wealth population growing in China, major state-owned banks, joint-stock commercial banks, as well as some city commercial banks which develop fast, have issued their high-end credit card products. Diners Club as the world's first credit card, always on the forefront in the development of the industry, will also take the opportunity, that the policy of foreign banks obtain the independent card-issuing qualification is gradually opening up, to enter the Chinese market with its high-end credit card products positioning. It is of great significance to the development of the company itself.This paper firstly focused on China's credit card industry development process and Diners Club company background present situation analysis, elaborated with emphasis the necessity and feasibility of Diners Club credit card product development in China. Secondly, evaluated some relevant literature about credit card and introduced the basic connotation of credit card products. On this basis, analyzes the Chinese credit card industry developments and product current situation undertakes, introduced the related policies of credit card product development and pointed out the problems existing in the credit card market, in order to provided premise for the credit card product development design of Diners Club.This paper focuses on the Diners Club Credit Card Development in China market environment analysis, combine to high-end product positioning characteristic, determined the related elements design of product development. According to the high-end market segmentation results, and then make a series of product development and marketing strategy, including brand strategy, price strategy, the service strategy, channel strategy and promotion strategy. Put forward the innovative marketing ideas and methods, and thus to explore the customer's demands and to provide differentiated services. Finally, the author summarized the research work in this paper, points out the shortcomings in the research, as well as the future research prospects.