| Since 1985, China Bank of China issued the first credit card, credit cards in China has gone through 30 years of wind and rain.30 years of evolution, the Chinese credit card market from scratch, from small to big, and now the Chinese credit card market has grown to millions of users, the annual turnover of more than 17 trillion in a huge market. As of the end of August 2015, the major listed banks have announced their own performance report of the first half of 2015, semi-annual report also disclosed the results and development trend of banks and credit card business. The central bank released data show that the overall credit card credit card credit scale continue to grow. With the popularity of the Internet and financial development of third-party payment, the credit card business is no longer as before despite the rapid growth of the credit card market has become saturated, so that years of staking the Red Sea into the credit card market, each new card volume growth slow. From major banks released a report, we can see that both the bank size, the Internet as a distribution channel credit cards, payment services and features are indispensable technology and business thinking, with the rise of e-commerce, credit card It is also facing many challenges.In the credit card market becoming saturated, growth is slowing at a macro level, Bank credit card how to retain market share, continuously improve customer satisfaction and enhance customer loyalty, expanding new credit card market, in banks only under circumstances with different marketing strategies, how to use the Bank more reasonable marketing strategy to promote the card volume, enhance customer relationships, the Bank needs to become thought.This paper introduces the relevant knowledge, development background and the basic situation credit cards Bank of Communications Pacific Credit Card Center of the situation and the Bank credit card business from Bank credit card marketing environment, market positioning strategy, product and service strategies, product pricing, sales channels, marketing strategy, marketing execution and control and other aspects of the analysis of the Bank’s credit card business marketing management, through the summary of its marketing efforts at the advantages and disadvantages, and concludes with recommendations reasonably feasible. |
