M Bank's Customer-oriented Credit Card Marketing Research

China has gradually become the world's most development potential of the bank card industry. With the rapid development of China's economy and the continuous improvement of the domestic financial system, the degree of financial market is increasing, the credit card products and services of commercial banks are becoming more and more diversified. Credit card, as an important part of commercial banks in the retail and intermediate business is not only a powerful tool for banks to gain new customers, its diverse, mobile marketing more bring huge profits to the issuing bank. Therefore, Research on the business management of commercial bank credit card customer orientation has important practical significance.This article mainly adopts the method of case study, select the credit card to develop earlier, develop more typical case study of M bank behavior, and Research on the M bank credit card marketing strategy. First of all, the thesis defines the related concepts, discusses the background and significance of the research, define the content and method of the paper; secondly, summarizes the related research on the marketing strategy of credit card, credit card marketing, expounds the connotation and characteristics, summarizes the international experience and Enlightenment of the commercial bank credit card marketing; third, M bank the credit card marketing situation and existing problems, discussed in the M bank credit card marketing situation at the same time, has summed up the M bank credit card marketing problems, including product innovation and brand building efforts need to be further increased, not effectively according to different periods of the market to develop different pricing strategies, the traditional marketing channels the dominant influence on further marketing innovation, etc.; Fourth, in based on the subdivision of M bank credit card business, to put forward the specific marketing mix at the same time, puts forward the corresponding countermeasures and suggestions, including the correct selection is based on "customer value" of the target market, according to market demand provide personalized products and services, make seek profit maximization pricing strategy, improve the customer demand oriented credit card marketing channel system, establish and improve the full range of the overall promotion strategy, and so on; the fifth proposed corresponding improvement and protection strategy. Finally, the paper were summary and future research are prospected.