Research On Marketing Strategy Of Credit Card Business Of Bank Of Communications, Hunan Branch

As China's financial markets open to foreign investment, profitable credit card business is bound to become a competitive focus of domestic and international financial institutions. There are a number of overseas banks, such as Hongkong and Shanghai Bank, Standard Chartered Bank, Corporation City Bankhas, have begun to penetrate into China's credit card market. As one of Chinese state-owned commercial banks, Bank of Communications has issued dozen varieties of credit cards, and it has issued more than30million credit cards. Facing more competitive circumstances of China's domestic credit card market, how should Bank of Communications, Hunan Branch establish a correct guiding ideology of marketing on credit card marketing business, and how to develop appropriate marketing strategies? In this paper, drawing on marketing theory and using a combination of theory and practice, the author made focuses on the choices of credit card marketing strategy of Bank of Communications, Hunan Branch at current stage, which has combined the status quo of its credit card marketing and some strategy research related.This article analyzed the macro-environment of credit card business from four aspects as the political, economic, social, cultural and the technical on basis of definition of credit card and other related concepts, then the environment of credit requirements were analyzed from China's requirements for credit card status, requirements situation of Hunan Province and credit requirements expectation's follows the article analyzed credit card volume current of China's commercial banks and the competitive situation, then discussed the future development of China's credit card business trends. After introducing Credit Card Center of Bank of Communications, Hunan Branch, marketing status of its credit card business are analyzed, and presented some problems. Based on analysis of internal and external environment of credit card business of Bank of Communications, Hunan Branch in the previous text, the author proposed principles and objectives for its credit card business marketing strategy development, and developed a credit card business4P mix strategy when market segmentation, target market selection and positioning of the credit card market. At last, the article formulates the path of implementation of credit card business marketing, and made the effective implementation of protection.