Research On Marketing Strategy Of Credit Card For Bank Of China Jilin Branch

China's state owned commercial banks have undergone multi-stage and multilevel reform of banking system with the China's rapid development against the background of globalization.They have made remarkable achievement by relying on policy advantages,and keep leading position all the time.Credit card,as a new means of payment,can provide cardholder unsecured revolving credit and payment by installment recent years.The rapid popularization of credit card changes the people's payment methods and consuming behaviors deeply.In the meantime,credit card plays important roles in promoting economic growth,stimulating consumption,reducing transaction and so on.In current marketing economic system,developing credit card business can make banks integrate into financial market effectively,and promote the development themselves.And it is also a way for government to drive economic growth and boost domestic demand.Besides that,developing credit card is tool for consumer to reduce financing cost,to prevent payment risk and to release consumption potential.First,in this paper,the problems in Bank of China Jilin Branch are analysed through its marketing of credit card.Second,at macroscopic level,the political,economic,cultural and technology environment of the credit card busyness of Bank of China Jilin Branch are analysed on PEST analysis;and the problems are analysed from competitors,potential substitute and consumers in microscopic perspectives.Thirdly,the SWOT analysis is used to analyse its superiority,inferiority,opportunity and threaten from two perspectives: internal and external factors;and clarify its internal and external current environment.Then on the base of these,marketing service scheme is proposed by studying market deeply,understanding customers' requirements,and confirming the industries with potential.Marketing strategy is formulated based on 7 aspects: product,place,price,promotion,people,process,and physical evidence;and supportability measures are put forward to implement the marketing strategy,mainly include personal support system support and technology support.In this paper,several new patterns and new means are explored to solve the problems in credit card marketing through above analysis and the formulation of marketing strategy,to promote the credit card business development of Bank of China Jilin Branch.At the same time,these studies can help commercial banks in finding market position,enhancing market competitiveness,and promoting the sustained development of credit card.