Researches On Credit Card Marketing Mode Of Shenzhen China Construction Bank "Shopping Around The City"

Credit card business is the product of the development of financial industry development, it has always been considered as one of the most profitable business in commercial Banks. It has the characteristics of high investment, high risk, but high income. Credit card business is the core of the bank retail business, for domestic and foreign Banks. At the same time, credit card business is also the spokesperson of the Bank service and the brand, it shows the intangible service to the public, is separated the Bank from the others. National Development and Reform and People’s Bank of China published the new policy in 2016 March and April, mean that the credit card business will have new opportunities.Through the analysis of the credit card target market positioning, target customers, it is considered that the domestic commercial Banks customer base should be located in the middle class and the prestige good civilians, to satisefied them. Ma Weihua the ex-president of China Merchants Bank used to write a book called "Bank card business marketing skills" in 2008, in the book it said Perceived quality is the key to make or break a bank card marketing, and based on this, advances the market segmentation and the specific strategies of personalized marketing, provides the bank staff and credit card marketing personnel specific guidance."Shopping around the City" is the credit of China Construction Bank Shen Zhen Branch, which put business card, VIP card and Shenzhen Tong together. Only 3 years, it has more than 100 million young customers and more than 100 merchants alliance, optimize the structure of the CCB clients in Shenzhen, and set a good brand of propaganda. The credit card business has brought profit exceeds 1.2 billion yuan for CCB Shen Zhen Branch. Although "Shopping around the City" credit card has achieved rapid development, but also exposed a lot of problems, such as:poor credit card environment, lack of security and the convenient environment, lack of perfect legal environment provides protection to the customers. Too much emphasis on the numbers and the price of the credit card, ignore the quality and the service. Deficient innovation is just because we lack of high-quality financial talents, and so on. As a result of the existence of these problems, resulting in a large number of sleep card accounts, the issuing bank credit card business is affected by the great.The title of the paper is "Shopping around the City" Credit Card of Shenzhen Construction Bank. Many researchers no matter in China or in foreign countries have done this before. But I will corporate the concept of "Transitional Innovation, Accelerate Development" and the Strategy of "Retail Business" with the model of the "Shopping around the City" Credit Card. We will use PEST analysis, questionnaire survey, SWOT analysis, then formulate the STP marketing strategy. Compelete market segmentation, select market targeting, finish market positioning. Finally, according to our market target make 4P market strategy for "Shopping around the City" Credit Card to promote it developed healthily in a long time.