Research On Marketing Strategy Of Credit Card For China Construction Bank Branch In Jilin Province

According to foreign mature experience, the international advanced commercialbanks in the personal business profit contribution to the total profit of the general30%-60%, while credit card in which usually account for about50%, the credit cardbusiness has become an important source of profit for the international first-classcommercial banks. To American bank as an example, in2006America Bank netincome, global consumer and small business accounted for55%, of which creditcard and accounted for51%. The practice of foreign commercial banks operating inthe show again and again, in the final analysis is the competition of personalbusiness individual high-end customers in the battle, the credit card as an importantproduct development and lock in the high-end customer groups, has the importantmeaning to the development of the personal business of commercial bank.The domestic credit card after nearly ten years of explosive growth, competitionis increasingly intense, the issuing amount from5000000in2003,391000000in2013to a development. The leading domestic bank will have a credit card as astrategic business to accelerate the development of; at the same time, foreign banksthrough joint cooperation way into Chinese credit card market, become the domesticcredit card market new competition power. At the same time, the credit card marketin China also has many problems, such as the market consciousness is not strong,lack marketing ways, service consciousness is weak, leading to focus only on thenumber of card issuing, do not pay attention to the quality of repeat hairpin, hairpin;death card increase, the resources are wasted etc.. This paper takes China Construction Bank Jilin Province branch of study,through literature research and theory with practice, the difference in course of creditcard issuers in China Construction Bank Jilin branch card, and similar financialinstitutions make background information, combed the marketing problems existingat present marketing situation, the Construction Bank branch in Jilin Province, themacro environment, the credit card marketing market environment and ConstructionBank Jilin Province branch of the SWOT analysis, clear the Jilin branch of ChinaConstruction Bank credit card market segmentation, target market and marketpositioning.Through the above research results show that, at present, Jilin Province, thecredit card market has the following characteristics: the cardholder on the credit cardproducts do not accept, initially refused to current understanding and habits. Themore important is the gold content of value-added services such as payment business.The choice of which an issuing bank, associated with other banking clients own,consider the convenience of use, due for repayment. Consider the number of outlets,convenience of the repayment of factors such as after-sales service work is in place.Much of the benefits to clients in the end? Such as gas, food such as discount. Theauthorized cardholder habits often use1-2credit card. Convenience, the bid, theinitial degree. Thus, the conclusion, we should take the service as the foundation,with the characteristics of products to attract customers, to different classes fordifferent coverage, product design for different customers. At the same time, tocreate the China Construction Bank Jilin branch exclusive brands, a variety ofmarketing channels combined, play the state-owned commercial bank brand effectand the advantages of the customer, with rich customer resources as the basis, to dotas the basis, continue to maintain the leading position.