The Study On Marketing Strategy Of Bank Of Communications Xi'an Branch In Bank Card Business

The market of Bank Card is the competing focus in current commercial bank field. In recent twenty years, with rapid development of economy and sharp increase of information industry in our country, the Bank Card business is provided with wide market and more opportunities. Facing with competence of the same line in civilian and the threat accompanying with foreign bank's entering, how to gain competent advantage in the processing of marketing bank card business is the necessary research subject of developing PACIFIC CARD business to Bank of Communications Xi'an BranchBased on marketing theories of bank card, drawing on the experience of practice of the commercial banks at home and abroad, it analyses the characteristic of the bank card marketing management, the marketing environment that affecting the bank card business of Bank of Communications Xi'an Branch. It sums up the strengths and weaknesses, threat and opportunities, provides full foundation for formulating Bank Card marketing strategy of Bank of Communications Xi'an Branch.On the base of the above mentioned analyses and research, this paper synthetically applies with the theories and methods of commercial banking management, marketing management operational research and economics, sets up objective market and segment by objectively analyzing Bank of Communications Xi'an Branch's current marketing situation and existing problems. This paperconcentrates on researching five marketing strategies accommodating to the development of PACIFIC CARD business to Bank of Communications Xi'an Branch. To guarantee the proper apply with these strategies, this paper further brings forward several new measures and suggestions in carrying out PACIFIC CARD business of Bank of Communications Xi'an Branch.The studying result has the direct guiding function for Bank of Communications Xi'an Branch to developing their PACIFIC CARD business and building up its marketing system. Meanwhile, the studying thought and method has the reference value for other commercial bank in some degree.