A Study On Credit Card Marketing Strategy Of Changsha Jin Man Di Branch,Bank Of China

With the influence of foreign Banks on Chinese credit card market shocks and joint-stock commercial Banks credit card business gradually rise,the bank of China has the advantage of the strong tradition of credit card business no t highlight gradually.In order to improve the credit card of bank of China business management pattern,discusses how to develop and maintain its high quality customer is very necessary.In this background,this article in the first chapter describes the background and research significance of topics,on the basis of credit card marketing and SWOT theory,and the classification of the existing research results at home and abroad,is introduced in this paper,research methods and writing arrangement.The se cond chapter of this article for gold ground branch of the bank of China credit card marketing environment analysis,gold everywhere from the bank of China branch marketing current situation of credit card business,the first gold for China ground branch,credit card business and its marketing status quo made simple introduction,then gold ground for China branch of the internal and external environment analysis,in the final analysis the present bank credit card marketing possible strengths,weaknesses,opportunities and threats,in order to further develop and optimize the bank credit card marketing strategy to lay the foundation.Combined with SWOT analysis in the previous chapter,through the market segmentation,for China's gold ground branch choose target market,and develop the credit card market marketing strategy combination,the main content is to customer subdivided according to income level,the life cycle of marks,and selected 5 kinds of customers as the target market,credit card product portfolio strategy based on this design.The last chapter of the bank of China gold ground branch credit card business marketing strategy and guarantee for the implementation of the description,mainly for implementing effect,safeguard,the three process involved in the content is described.According to changsha gold ground branch has advantages,opportunities and disadvantages,threats,this article from the business process,service channels,credit card customer information management,incentive evaluation m echanism,etc.,put forward to change its management and business development strategy,improve the market marketing idea,customer segments and to discriminate between general and value-added services,improve the credit card and a series of practical and feasible policy Suggestions.