Research On Credit Card Marketing Strategy Of China Merchants Bank

China merchants banks in the credit card business profitability is low,faced with a loss of dilemma.How to improve the profitability of credit card business has become a common concern of commercial banks.In addition,the credit card market circulation is not only facing the increasingly saturated situation,Internet finance also joined the market share.The new market environment,improve the credit card marketing and efficient low energy consumption,innovative credit card industry marketing strategy,is the major commercial banks face the main problem.This paper first introduces the research background,significance and literature review,research content,research methods and technical roadmap.Secondly,SWOT analysis method is used to analyze the advantages,disadvantages,opportunities and risks of bank credit card marketing.The status and problems of bank credit card marketing Conducted an in-depth study.On the one hand from the marketing positioning strategy,marketing product strategy,marketing service strategy,marketing channels and other aspects of marketing analysis;on the other hand from the marketing positioning accuracy is not enough,credit card product innovation is not enough,credit card price advantage,service is not strong Service area is limited,the distribution channel is not complete,the risk control is difficult and so on several aspects of the main issues in-depth study;Finally,put forward based on China Merchants Bank credit card marketing strategy countermeasures and suggestions.In this paper,the marketing management theory and SWOT analysis method are cited in the research process,and the credit management of commercial banks is analyzed comprehensively and some innovative ideas are put forward to improve the credit card marketing of commercial banks in China.Through the systematic research and the application of marketing theory knowledge,this paper analyzes the current situation and existing problems of credit card marketing management of China Merchants Bank,and puts forward the concrete countermeasures to optimize the management of bank credit card on the basis of marketing management theory,so as to To enhance the credit card business brand efficiency,improve the credit card marketing level,optimize the credit card market performance to lay the foundation.Therefore,this study has a strong pertinence,but also has some practical value.