Research On Marketing Strategy For Low-carbon Credit Card Of Industrial Bank

Commercial banks in China has made a great progress in financial industryafter decades of development, the financial markets under changing has broughtgreat opportunities to commercial banks as well as the fierce competition.State-owned banks, joint stock banks, and the private banks which may establish infuture are likely to make great challenges to commercial banks not only the situationof survival but also the development case. In this case, only the bank itself biggerand stronger,they can be invincible in the rapidly changing financial markets, so,marketing has also become an important means of market competition, and trail thepower of banks.In the era of the planned economy, the bank as a subsidiary organ of thegovernment financial policies, without regard to the sale of natural products and nomarketing, said. As China’s economy is entering a period of market economy,especially after entering the WTO, even the policy of non-state-owned banks aredependent on government unlimited, not to mention the emerging commercial banks,therefore, to promote the country’s development bank in business management makea full range of innovative marketing is also inevitable in the column of innovation.Low Carbon credit card is issued by Industrial Bank,it is the first low-carbontheme identity card in China and the Beijing Environment Exchange has joined inthis item. Essentially, the Low Carbon credit card is one kind of financial productswhich launched Bank.The marketing of Low Carbon credit card is a progress thatmeans,we should make a combination of a market to meet the demand ofcustomers,and this progress is based on the market-orient In fact, this process can beused by a variety of financial products, such as gold, foreign exchange, securities,etc.. Because of the special nature of financial products also make the marketing of financial products with other manufacturing markets do not have the characteristicsof products and services such as indivisibility, etc. This article also hope thatthrough the analysis of low-carbon credit card marketing to other financial productsmarketing to provide some help. Also can be used as a low-carbon credit card isactually a special kind of status goods enter the market, so-called ’ positional goods ’is an Israeli scholar of economics Hirsch proposed in1976the concept.Characterized as consumers use them to get satisfaction and happiness, satisfactionand happiness which is derived from their social scarcity. This article also borrowedthe concept of low-carbon credit card to help us market positioning.I hope themarketing analysis for low carbon credit cards and other financial products can makesome help to the market promotion.The first part of this paper,we analyzes the macroeconomic environment andinternal environment faced by low-carbon credit card, proceed forth from externalaspects of the political and legal environment, economic, social and customercharacteristics, customer demand. The second part of the paper,we analysis themarket segmentation, target market selection and market positioning on the base ofthe environmental of Low Carbon credit card.The third part is the whole planning forthe marketing low-carbon credit card, including product, price, place and promotionand marketing services, and also pointed out the risk of credit card and some controlmeasures. The last part is the conclusion the same as the summary of foregoing.Based on the scientific analysis,this paper want to make some constructivesuggestions about the marketing of low carbon credit cards and also,form acomplete marketing plan combinations, I hope this paper can make somecontributions to the marketing of other financial products.