C Bank Shenzhen Branch

There are two parts in this thesis: case and case analysis. The case tells about C Bank Shenzhen Branch(CBSB), whose credit card business had been growing rapidly from the end of the 80' s of the 20th century to 1997. After X Bank produced a substitute for credit card and lead Shenzhen credit card market not peace and quiet, lots of banks came on improving marketing manegement but CBSB did not do that under the alterative condition. In recent years, the credit card business of CBSB increased so slowly that its market share cut down continuously. Especially, the credit card consumption of CBSB firstly came to greatly decrease. According to the case and other scientific theories, the case analysis not only probes the reason why the credit card business of CBSB increased slowly but also interprets something reasonable. In the end, the writer puts forward some scientific and available marketing plans.