Case Study: China Merchants Bank Platinum Card Marketing Strategy

The credit card is an advanced consumer payment and credit instruments, with the creditoverdraft consumption, transfer settlement, access to cash and other basic functions. Since the1985Zhuhai branch of the Bank of China issued the first credit cards, our credit card industryhas gone through20years of development, especially after2003, China’s credit card businesshas undergone a rapid expansion, staking the stage, each the banking sub-divided into thecredit card as a business development focus to promote, and accompanied by the entry offoreign banks, competition in the domestic credit card market has reached a fever pitch.At present the domestic credit card industry is faced with the common problem is,despite the enormous amount of business card, but always fails to walk out of the lair ofdeficit, which is one of the important reasons is the domestic credit card service coessentialchange an appearance very serious. The continuous financial innovation and customer groups,the first to introduce more close to user needs for the credit card function and service, becomea commercial bank credit card business competition in the key.China Merchants Bank is in such cases, keen to capture the" domestic growing youngand a vibrant and rich people" the group needs, the successful launch of China MerchantsBank platinum by credit card, while China Merchants platinum through product innovationand customer groups always maintain the leading position in the industry. At present, ChinaMerchants Bank platinum card customer cards are consumption is confessing that row of bycredit card average20-30times, and for six consecutive years ranked the Hu Run rich list, tobecome China’s millions of the rich" the most favored of the bank card", and won the" bestuser experience Award"," most suffer card, credit card" and other awards, for the ChinaMerchants Bank to create a huge profit for the business and brand value.Based on this, will fully research the Merchants Bank and China Merchants BankPlatinum card of the origin of history and development of the status quo analysis of theMerchants Bank Platinum card are facing the inside the external environment by the SWOTmethod and using the4P marketing combination of Merchants Bank Platinum Card marketingstrategy and leading the same industry, the mainreasons summarized Finally, the MerchantsBank Platinum Card how to maintain leading-edge strategy to explore and draw inspirationfor the development of commercial bank credit card high-end products.