Marketing Strategy Analysis Of Credit Card Of C Bank, Tangshan Branch

The credit card business is not only the core to build the retail business of commercial bank at low cost, but also an important financial tool for commercial banks to quickly occupy the emerging customer group. After decades of development, Chinese credit card business has achieved positive achievements on the market scale, network construction, supporting services,etc. Based on the frequent actions of vigorous promotion of domestic Banks and the active participation of foreign Banks, credit card business has become development strategic focus, the focal point of a new round of competition and a battleground of our country banking business. As a result of the competition pressure, the domestic credit card industry walked through the development road with a very short of development period which normally takes more than ten years for foreign banks to finish, and followed with a slow mature of cardholder market. Tangshan City, the city which C bank located had a rapid economic development in recent years with increasing financial support year by year. By the end of 2013, the deposit balance of Tangshan city financial institutions reached more than 600 billion RMB and the banking financial institutions reached more than 20. Facing the fierce market competition, C bank speeds up the development of the credit card marketing, which has a great significance to the improvement of the C bank market visibility and competitiveness, the intermediary business income and the economic benefit. Therefore, this paper combines the development of the credit card business of Tangshan branch of C bank, elaborates the present situation and the existence of the bank card marketing credit problems, using PEST andSWOT analysis method, analyzes the opportunities and threats to theenvironment, and rivals have advantages and disadvantages, and thenproposed the improvement strategy and the the corresponding security measures, hoping to provide decision-making basis for Tangshan branch of C bank credit card business development, and provided a reference for thesimilar enterprises.