Huaxia Bank Credit Card Marketing Strategy Research

China's credit card industry has been growing for30 years since 1985.In the last ten years,in particular,the credit card industry has seen exponential growth driven by changes of consumers' payment habits.At present,as a key product and path to explore and maintain mid-and high-end clients,the credit card service has become a major profit source of major domestic commercial banks,and plays a critical role in the development of personal services of commercial banks.Since it issued the first credit card in June 2007,Huaxia Bank Credit Card Center has successively issued more than 40 credit card products.Moreover,it has also expanded various consumption finance services,such as flexible installments,repayment by installment and Easy Loan.So far,it has issued more than 10 million credit cards.Although Huaxia Credit Card has made considerable achievements in recent years,it still lags behind evidently in the industry as a late starter due to products lacking distinctiveness,uniform pricing and homogeneous campaigns among other problems involving marketing strategy.In terms of product strategy,it's necessary to enhance product innovation and market segmentation,and improve customer service level;in terms of pricing strategy,it's necessary to comprehensively apply differentiated pricing;in terms of distribution strategy,it's necessary to actively explore electronic channel to make full use of the big data,in an effort to launch cross selling and full marketing;in term of sales promotion strategy,it's necessary to enhance brand building,as well as planning and integration of marketing campaigns.