The Marketing Strategy Research For GS Bank Credit Card

Modern banking business continues to expand,some value-added services to become an important profit point for commercial banks,such as credit card business,the industry generally believe that China's credit card business has a huge potential for development.GS bank is one of the four major state-owned banks,occupies an important position in China's financial markets,carried out a large number of banking operations,leading the development of China's financial industry.However,GS bank's credit card business has developed slowly,compared to other commercial banks overall size,profit margin is not high.In this thesis,it summarizes the basic theories of marketing,summarizes the development status of domestic and international marketing theory,and analyzed the research status quo of China's credit card business.Then,according to the analysis of the actual situation of GS bank,in the macro research on GS bank facing the marketing environment,summed up the advantages of GS SWOT model development bank with the current weaknesses,opportunities and threats based on,at the same time for the GS bank to take the strategy of critical analysis.This paper summarizes the GS bank credit card marketing exposure problems,and the causes of the analysis,and then put forward specific and feasible countermeasures.In this thesis,based on the function orientation and GS's credit card marketing environment,the scientific development goal of this business,then the market segmentation,the 7P theory is used to design the marketing strategy of GS bank based credit card,credit card,especially on the link in the marketing process of risk management to link optimization of processing.This is the focus and innovation of this paper.In addition,according to the GS bank credit card marketing situation,the end of this paper,specific planning supporting measures for the implementation of the credit card marketing strategy,such as the perfect credit card evaluation system,improve the incentive mechanism,speeding up the database construction,creating a good environment and cultivate talents such as credit card business.