Study On Marketing Strategies Of Credit Cards In China Minsheng Bank:Based On Consumers’ Characteristics

China Minsheng Bank Corporation officially issued credit cards in June14,2005. As one of commercial banks which issued credit cards relatively late, China Minsheng Bank Corporation took "national brand" as the strategic positioning of credit cards of China Minsheng Bank Corporation in the early stage of issuing credit cards. In just over8years, the issue volume of credit cards of China Minsheng Bank Corporation has exceeded more than17,000,000pieces. China Minsheng Bank Corporation is gradually realizing the positioning of "national brand" of its credit cards. However, with increasingly fierce competition of domestic credit cards, marketing of credit cards of China Minsheng Bank Corporation is also faced with huge challenges. Therefore, it is of greatly theoretical and practical significance to put forward specific marketing strategies according to characteristics of consumer behavior of cardholders of China Minsheng Bank Corporation and improve market competitiveness of banks through applying marketing and theory of consumer behavior.Through analyzing the current situation of marketing of credit cards of China Minsheng Bank Corporation, the thesis finds many marketing problems including severe homogenization of credit cards’product design of China Minsheng Bank Corporation, unprofessional marketing team, unformed consumption habit of cardholders promoted by preferential service, inefficient advertising campaign and insufficient brand awareness. In order to seek for marketing strategies suitable for credit cards of China Minsheng Bank Corporation, the thesis analyzes characteristics of consumer groups of credit cards of China Minsheng Bank Corporation by taking advantage of analytical method of descriptive statistics and analytical model of6W2H consumer behavior and knows about the current characteristics of consumer behavior of cardholders of China Minsheng Bank Corporation such as change of consumer behavior according to different time, customer loss after opening cards and promotion, behavior of swiping card stimulated by special promotions and consumption channels. On this basis, it raises perfect the countermeasures of marketing strategies of credit cards of China Minsheng Bank Corporation in order to seek for coordination between products and demands, cultivate continuous consumption behavior of consumers, improve trading volume of credit cards, promote the development of electronic channel platform, change marketing philosophy and push forward brand building. The research method and analytical strategies of the thesis are application of marketing theory and theory of consumer behavior in the filed of business marketing of credit cards, which is of certain reference significance to marketing of credit cards of commercial banks.