Research On Brand Marketing Strategy Of China Merchants Bank Credit Card

The credit card industry has been developing more than ten years since the first card published till now. With the constant decrease of high quality customers, the related scramble to this kind of customers calms down. Due to the different influences, such as more and more issuing banks, the different type cards from one bank, people have more and more credit cards so that the actual operating rate of each card is lower and lower. Therefore, in the new stage, the competition of credit card industry aims to the improvement of actual operating rate of credit card and the percentage of possession to the customers. Merchant banks must win better and faster developments after resolving those two problems. At present, China Merchants Bank runs the fastest and best credit card business in China currently. Facing to the increasingly drastic market competition, the relevant managers should take effective marketing strategy to firm the current competitive edge.From the basic theory of marketing, this passage analyzes the macro-environment and SWOT of the credit card of China Merchants Bank so as to know the relevant market environment as well as the basic information of China Merchants Bank. Therefore, we can offer the entire strategy on the brand influence in accordance with the marketing target. To the marketing, this passage processes the market segmentation and target selection, works out the concrete sub-strategy combining the actual information of different targeting markets, and builds up the entire marketing strategy so as to give advices to the credit card marketing strategy, satisfying for the characters of the credit card of China Merchants Bank. In order to ensure the measures of brand marketing strategy of the credit card of China Merchants Bank, we should take the relevant measurements, such as, the combination of different marketing strategy, the budget and distribution of marketing resource, the foundation of marketing organization, the control of marketing process, etc.