Research On The Brand Promotion Method Of ICBC Credit Card

Credit card is an international popular complex financial instrument,as we all know,credit card is very convenient and useful,it is easily,quickly,and widely used for purchase,payment,authorization and guarantee,credit card is a symbol of financial and related industries' modernization.However,for the commercial banks in China,the credit card market likes a newborn.Credit card was originally developed and grew stronger in the United States.There have the best credit card organization and so many credit card issuers in the U.S.credit market.Accordingly,we could learn the comparative analysis and the best brand strategy from the U.S.credit market,it is very important for us to develop and promote the brand of credit card in our commercial banks in China,to enhance the whole competitiveness of Chinese commercial banks,and finally to promote and develop our economic.Brand,it is a competitive power which survives various industries in the excess merchandise period,to analyze from a macro point of view,the brand promotion and product development have profound influence on the development of the credit card market;be specific to the actual circumstances of each financial market,a good credit card brand,brand promotion and marketing strategy is a powerful weapon for every card issuer and commercial bank which can jumped away from the intense financial competition.However,compared with the United States and the other developed countries,the developing process of the credit card brand in China market is relatively shorter,the brand promotion of China credit card market continues to practice and exploring,developing,implementing,maybe we could not show off any impact or competitive credit card brand right now.This thesis describes the credit card's history in the United States and China,using comparative analysis to the credit card brand strategy in the United States market and China market,trying to find the lack points of the credit card business in China,and finally providing some personal suggestions and opinions for the credit card brand promotion of ICBC.This thesis is divided into several chapters as below,first introduced the history of the development of credit cards,mainly focuses on the domestic of China and the United States credit card brand,then introduced the brand theory,analyzed and compared the main credit card issuer's(or banks')brand management in the United States and China,the next chapter introduced ICBC credit card market and credit card brand development,using SWOT analysis tool,analyzed the strengths,weaknesses,plans and threats of the development of ICBC credit card,and the following chapter provided some personal referential opinions and suggestions for the way of brand promotion for ICBC credit card.