Analysis Of China Merchants Bank Credit Card Business Marketing Strategy

Credit card business is an important part of the intermediary business of commercial banks.With the prosperity of the commodity economy,credit cards provide convenience for people to pay for goods,and also bring income to the development of commercial banks.Commercial banks have launched credit card businesses.The credit card business market is fiercely competitive.In addition,with the rapid development of Internet finance,it is superior to credit card payment in terms of payment convenience,which has also brought certain competitive pressure to the credit card business of commercial banks.For commercial banks,effective marketing strategy formulation can promote the market expansion of the credit card business and enhance the economic benefits brought by the credit card business.Only in this way can more credit card users be gained in the fierce competition of the credit card business and increase the market share of the credit card business..This article takes China Merchants Bank's credit card business as the research object,and conducts in-depth research on the current status of its marketing strategies through the research methods of literature research,comparative research,and questionnaires..The research is divided into six parts.The first part is the introduction,which introduces the background and significance of the research on the marketing strategy of bank credit card business,and summarizes the research opinions of domestic and foreign scholars.The second part defines the definition of marketing strategy and related strategies.The introduction elaborates the theoretical foundations involved in the study,including the basic content of 4P marketing strategy theory and STP theory;the third part introduces the current status of China Merchants Bank's credit card business,from product,credit card cost positioning,channels and promotions.Explains the current status of its credit card business marketing strategy;Part IV,based on a questionnaire survey of credit card user satisfaction with China Merchants Bank,judges the current marketing strategy of China Merchants Bank 's credit card business,including serious product homogeneity,Some problems include higher costs,single marketing channels and lack of promotional activities.The fifth part puts forward specific marketing strategies for the existing problems in China Merchants Bank's credit card business,namely marketing strategies to strengthen product positioning,reduce some service costs,expand Internet platform marketing channels,and strengthen promotional activities.By studying the current marketing strategy of China Merchants Bank 's credit card business,it proposes solutions to its current credit business problems,and provides certain reference and inspiration for promoting the development of China Merchants Bank 's credit card business and improving the comprehensive income of the bank 's intermediate business.