Research On Credit Card Marketing Strategies Of H Bank Changsha Branch

As a personal credit and payment instruments, credit card has the characteristics of high-involvement, high-risk, high-yield. By the end of2012, H Bank accumulated credit card issuers had reached14.58million, and it has successfully established itself as the first camp of the domestic credit card industry. As one of the earlier joint-stock commercial banks for credit card business, H Bank promoted the brand management and achieved the development of large-scale through the promotion of product innovation and improving service quality. But there are still some deficiencies in terms of the credit card product innovation, marketing, and overall quality of staff training and so on.Initially, the paper reviews the experiences and lessons of both domestic and foreign marketing of credit cards and summarizes the current situations and existing problems of credit cards of H Bank Changsha branch. Additionally, the paper analyzes the marketing environments of credit cards of H Bank Changsha branch and its SWOT Matrix. Finally, this paper comes up with the credit card marketing strategies in three aspects of public-private linkage marketing, increasing the promotion efforts of credit card, enhancing the analytical abilities of clients, innovation of card product and promotion of overall qualities trainings of staff and draws the safeguards of the strategies of H Bank Changsha branch. This paper provides the constructive measures of H Bank credit card Changsha branch from the perspective of long-term development, and aims to find the ways to promote the sustainable, healthy and rapid development of credit cards marketing business of H Bank Changsha branch.