A Research On Marketing Strategy Of Credit Card Business Of FUJIAN HAIXIA BANK Co.,Ltd

In recent years,spreads have been narrowing,profits are falling,asset supply is scarce,and the commercial banks’ corporate financial businesses are facing unprecedented operational pressures and challenges.As the development space of the company’s financial business is facing extrusion,commercial banks are carrying out transformation and development,transferring and developing retail business,especially taking consumption finance as a common strategic choice.Credit card is one of the most important carriers of consumer finance,it has become a necessity instead of fashion product for people with the development of economy.As one of the most important products of retail finance business,the credit card business has become the most effective way to expand new customers.In commercial banks,especially in joint-stock banks,the profit contribution of credit card business is much higher than that of other retail businesses and traditional deposit and loan businesses.Credit card business has become a must for various commercial banks to transform retail business to be more bigger and stronger.Then,how to expand the credit card market share and create a credit card development model with strong profitability and risk control,has become a common concern of commercial banks.In this paper,the macro environment and external competition status of credit card industry and the credit card business of Fujian Haixia Bank(hereinafter referred to as Haixia bank)are analyzed by using PEST model and Porter’s five forces model.Using SWOT analysis,STP theory and 4P marketing theory,this paper analyzes the current marketing situation of credit card market in Fuzhou and credit card business in Haixia Bank.Finally,the marketing promotion for Haixia Bank’s credit card is put forward.Through analysis,this paper determine that the market orientation of Fujian Haixia Bank is basically in line with the market situation,but there are still some problems in the marketing strategies,such as high homogeneity between products and industry,no further subdivision of target market and so on.Therefore,Fujian Haixia Bank should take advantage of its own advantages,implement differentiated products and pricing strategies,enrich marketing channels,develop diversified promotional strategies,and improve system and internal management,so as to achieve the rapid development of credit cards.The thesis consists of seven chapters.The first chapter,introduction,discusses the background,significance,content,methods and main framework of the paper.The second chapter,the theoretical basis,briefly describes marketing related theories based on this paper.The third chapter,analyses the credit card industry,introduces the credit card technical and economic characteristics,use the PEST model and Porter’s five forces model to analyze the credit card industry as well as the macro environment and external competition situation of Fujian Haixia Bank credit card business.In chapter 4,through the analysis of Fuzhou credit card market capacity,target customers and major competitors,the overall situation of Fuzhou credit card market is thoroughly understood.Chapter five introduces the basic situation of Fujian Haixia Bank,the current business situation and existing marketing strategy of credit card.The sixth chapter,through SWOT method,STP theory and the 4P theory,the existing marketing strategy and the advantages,disadvantages of Fujian Haixia Bank credit card business are analyzed.We put forward suggestions for the optimization of existing marketing strategy and formulate specific implementation suggestions.Chapter seven,conclusions and summaries.